Professional Beauty Industry veteran Cheryl Kidwell has joined Luxy 03, a division of Pettenon North America, as head of business development.
Initially, Kidwell will focus on reintroducing the Fanola brand to the U.S. professional market and launching the Echosline collection, working closely and in partnership with the Pettenon Italy HQ team.
Kidwell is a true unicorn in the professional beauty business, as she has gained valuable experience and succeeded in roles at every level, from stylist to salon owner to regional manager for a leading national chain salon, from distributor salon consultant then owning a distributorship, to major roles at top product companies.
Most recently, she served as senior director of professional sales U.S./Canada then assistant vice president of sales for Beauty By Imagination, marketer of Wet Brush, Bio Ionic, Ouidad and Goody. As she’s transitioned from behind the chair to salon owner to distribution to leading brands in key sales roles, Kidwell has been able to share her experiences, offering insights into solving customers’ needs and challenges
“When you’ve experienced your customer’s unique pain points firsthand, you understand how to find the meaningful opportunities to help them succeed and make their day,” she explained. “Being a hairdresser is not transactional. It’s emotional. When you can create a community where stylists are eager to be part of your brand, it changes how they feel about themselves and their clients. That gives you the advantage over all of your competitors.”
The beauty business is huge, but it’s such a small world. Kidwell said relationships have made all the difference. “Throughout my journey, I’ve had the privilege of working alongside so many talented and dedicated people who have continually challenged and inspired me. I’ve also been lucky to have mentors who helped shape my path—people like Alicia Slifko, Robert Reed, Joe Tucci, Francesca Raminella, Harlan Kirschner and my husband Ben, who is not only in the industry but also my biggest fan. They gave me the confidence to grow, take risks and stay true to my passion.”
Kidwell added: “Pettenon is a global leader in the professional hair and beauty industry, proudly rooted in Italy and driven by a commitment to innovation and a passion for professional beauty that truly inspires me. With a rich heritage and a focus on quality, sustainability, and creativity, this incredible company’s six brands are ready to take off in North America, and I’m looking forward to finding the unique market niches and driving growth for the Fanola and Echosline brands.”
Kidwell lives in Naples, FL, with her husband Ben Kidwell.