Grace Oh on how she's helping Neal's Yard Remedies stand out for all the right reasons

Walpole: What does your day-to-day look like as CMO of Neal's Yard Remedies?

Grace Oh: Full of variety. Some days, the core focus will be leading our creative team on campaign shoots, ensuring the storytelling authentically reflects our heritage and values whilst challenging the team to tell this in refreshing, new ways. Ultimately, it’s about omni-channel strategy sessions, whether that’s reviewing our digital transformation initiatives, upcoming press activations or working on product innovation with R&D down at our eco-manufacturing facility in Peacemarsh, Dorset. Being out in the global markets is important too, like visiting Japan where we have over 25 stores.

What has been your professional journey into this role?

My journey has been crafted around understanding the beauty customer at every level. Working at L'Oréal for over ten years gave me global experience across luxury and mass markets, from YSL Beauty's prestige positioning to Kiehl’s accessible approach to efficacious skincare. From there, I moved into the dynamic world of working with founders, investment funds, retailers and niche brands such as REM Beauty by Ariana Grande. Most recently, I consulted for Charlotte Tilbury and Gisou.

What drew me to Neal‘s Yard Remedies was the mission of taking a deeply respected brand with heritage to new global heights, whilst staying true to the values and heart of the brand. 

What is your vision for the brand – and what are your measures of success?

To position Neal's Yard Remedies as the definitive authority in 'Beauty Without Compromise', blending our rich apothecary heritage with innovation that balances nature and science, and championing a philosophy of conscious beauty that respects both skin and planet. Measurements are a combination of driving sustainable global revenue growth, building on our premium positioning, and – of course – brand love, awareness and perception. Ultimately, to be the go-to brand when customers think of powerfully effective, organic skincare and wellbeing.

What is it that you think sets the brand apart from its peers? 

Quite honestly, I feel proud to work for a brand that has so many USPs. A brand that is beautifully British, and has always promoted the importance of harmony between inner and outer wellbeing, long before it was a trend. Forty-four years of creating natural and organic skincare products that work across all ages and all stages of life. And, of course, our campaigning spirit and standing up for what’s right, for people and the planet, is at the heart of every business decision. I’m building on this by driving our team to be bolder and push boundaries in key areas such as product innovation, and challenging them to always remain one step ahead in environmental responsibility. 

What do you think makes a great brand circa now – and why?

For me, a great brand combines authenticity and purpose – great products, yes, but also, meaning behind the story. Transparency and trust are paramount, and customers can detect when purpose feels performative rather than genuine.  And of course, the ability to listen deeply to their community and respond with integrity and agility, whilst creating amazing experiences for the customer. It’s a crowded world out there, so being able to stand out for the right reasons is very important. 

What's something that your customers are increasingly demanding from the brand that you think will only get more important as we move into the future?

Trust is what our customers place at high importance. Whenever we ask, it comes up high in their priorities. They count on Neal’s Yard Remedies to tell the truth, to remain humble, to curate the right products for their individual needs, and to do right thing: ethically and environmentally. Trust is something that builds over time; the onus is on the brand to earn it through transparency and showing the workings, encouraging real and honest reviews and interactions. It’s been 44 years of collaboration! 

What's the next big trend in personal care (and how are you embracing it)?

Aromachology is the next frontier: the scientific study of how scent affects our psychology, emotions, and wellbeing. Our customers are increasingly seeking multi-sensory experiences that transform their daily routine into meaningful moments of self-care and emotional reset. This trend isn’t new for us with our deep understanding of the therapeutic power of plants for body and mind, but drives us into a new era of innovation. Watch this space.

What, in your experience, really matters to the luxury customer?

The luxury customer seeks joyful experiences that feel authentic, which combines reassuring expertise and inspiring artistry, and also a connection to their personal values. When a brand delivers on these elements, it allows the consumer to trust their choice and ultimately saves them time - which is the greatest of luxury these days.