Key Takeaways:
Today, L’Oréal Group announced that Vincent Chauvière, former general manager of Vichy DMI, has taken over as CeraVe Brand President. Chauvière has been at parent company L’Oréal for 17 years and has now inherited a brand that has grown to dominate the mass dermatological skincare category since 2020, when sales were around $600 million.
Chauvière, who officially joined CeraVe in March, said he is determined to broaden the brand into new categories during his tenure (including its newly launched suncare range), to expand into new markets, and to maintain its cultural edge. It’s a tall order for a nearly $2 billion brand that, with 1.9 million followers, is the most-followed on TikTok out of the L’Oréal Group portfolio. But Chauvière has pulled off notable feats before. In his previous role, Vichy underwent a significant turnaround, achieving more than 30% cumulated growth and its first market share gains in a decade.
Chauvière spoke with BeautyMatter about his goals for CeraVe, the three-pillar strategy for maintaining strong momentum online and off, and his interest in dermatological hair care.
This interview has been edited and condensed for clarity.
BeautyMatter: What are your overarching goals for CeraVe?
Vincent Chauvière: My ambition is to keep growing this brand and expand and spread its ‘ceramide science’ worldwide, while also growing our skincare core into new categories and geographies. In the next five years, two-thirds of our growth will come from emerging markets. These are very important countries and markets for us. For example, I'm flying to India next week, where we believe the brand's potential is huge, and we've even developed specific products for this [market].
In addition to this geographic expansion, we need to expand into new categories. [We're currently] celebrating the launch of our first suncare range, and this is a very strategic move for us, because sun is a big market in the dermatology world. We aim to be in the top five [best-selling] suncare brands within the first year.
BM: How will you maintain CeraVe’s cultural dominance in the beauty space?
VC: CeraVe is unique, besides its ‘ceramide science,’ because it's all about dermatology that meets cultural relevance. As we seek to democratize dermatology and make it accessible to all, it's also about communicating this to consumers in the most direct and entertaining way. We call this model 'medutainment,' which is medical education combined with entertainment.
We are currently organizing [our second annual] event called CerAwards, which brings together traditional and medical content creators to make content around CeraVe products, and then go before a jury to be crowned the best creator. More than 5,000 influencers participated in local events across 22 countries, and we had 111 winners. For the first time this year, we had 111 winners coming from all over the world to compete in Hollywood.
For me, it's a way to reinvent how we achieve influence in the beauty world, because it's offline meets online. The overall idea is to go beyond traditional science and beauty and hack cultural spaces where we know that consumers are. CeraVe became the official skincare partner of the NBA [in 2025]. This is just a great way to connect with the male audience, and we recently ran a fantastic campaign with basketball star Kevin Durant.
BM: What growth opportunities are you targeting?
VC: Today, the brand is a leading force in the dermatological world. It's the biggest brand in the US and No. 2 worldwide. We went through a slowdown in 2024 and the first half of 2025, but we've had a fantastic turnaround. We're now growing in the double digits across every region and gaining market share.
There were three key shifts that I want to keep building on with the team. One is to infuse CeraVe with new innovation. For example, we launched the intensive moisturizing lotion, and it has been very successful in recruiting older demographics like older millennials and Gen X. Number two, we need to stretch CeraVe to new categories, because if we only stay within skincare, we're not going to be able to sustain this growth. Suncare is a good illustration of this, and we recently launched haircare. Number three is this medutainment model; we have to keep reinventing [content] to be product-centric and to connect in a culturally relevant way.
BM: What are you seeing in the dermatological beauty space that’s most interesting to you?
VC: Coming from Vichy and having worked recently on haircare, I can say this is the fastest-growing segment in the dermal world. This is where I want to invest our time. We recently launched haircare in North America, and it's no secret that our ambition is to expand the haircare range to the rest of the world one day. We've discovered through this launch that ceramides play a major role on the scalp; when you have dandruff, you also have depletion of scalp ceramides. This ceramide science is absolutely fundamental, and we add to that the power of social media and content creators to make it understandable and easy to access.
We want to be ambitious, and given CeraVe's size today, it makes sense to be ambitious.
