Australian clean haircare brand O&M (Original & Mineral) has announced a major leadership change, appointing Ludovic Dellazzeri as CEO while Jose Bryce Smith, the brand’s founder, transitions into the role of Founder & Chief Visionary Officer (CVO).

The leadership shake-up signals O&M’s aggressive growth strategy, with Dellazzeri, a seasoned beauty industry executive, set to lead the company’s next phase of global expansion. Bryce Smith, who launched the brand in 2007, will now focus on innovation, product development, and strengthening O&M’s position as a leader in high-performance clean colour and haircare.

“This transition allows me to stay focused on our original vision—creating the highest-performing clean colour and kind haircare in the world,” said Bryce Smith. “O&M has always been about pushing boundaries, proving that hair colour can be both clean and high-performing. With Ludovic’s expertise and support, we are in the strongest position yet to bring this vision to life on an even larger scale.”

Dellazzeri brings more than 25 years of experience in the professional hair and beauty industry, having led multiple brands within the L’Oréal Group and most recently serving as Managing Director of GHD ANZ. His expertise in scaling businesses, driving sales, and leading high-performance teams positions him as a key player in O&M’s expansion into new markets.

“I am excited to join the O&M family, which under Jose’s vision, has pioneered a dynamic and inclusive approach to professional hairdressing—built on clean, kind, and high-performing products,” said Dellazzeri. “From a local business to a global brand, I look forward to working with the team and our hairdresser partner community to accelerate O&M’s growth worldwide.”

O&M is currently distributed in 18 countries and continues to gain traction in the booming clean beauty sector.

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