AX Beauty brands is beefing up its C-suite, adding a chief marketing officer for the first time.

Noelle Cantarano will step into the new role at the beauty platform, home to NatureWell, Indie Lee, and Urban Skin Rx.

“We are thrilled to bring on Noelle as our first chief marketing officer,” said Josh Kirson, senior vice president of American Exchange Group. “With her vast background in brand building, she will enter with a focus on leading the marketing vision across the AX Beauty portfolio from brand strategy and positioning to integrated campaigns, communications and consumer experience.”

Prior to joining AX Beauty, Cantarano served as vice president of global marketing at Future Beauty Labs, where she worked on brands such at Byoma.

Cantarano said: “The combination of AX Beauty’s strong brand foundations and the ambition to scale is a unique opportunity to continue in elevating brand positioning, while also unlocking new avenues for growth.” 

American Exchange Group, traditionally an accessories and apparel company, dipped its toes into beauty in 2023 through its acquisition of HatchCollective, which includes NatureWell, Txtur, Orlando Pita Play, Lique and Paint & Petals. It was subsequently rebranded to AX Beauty, before acquiring skin care brand Indie Lee, and aesthetician-founded Urban Skin Rx, in 2024 and 2025, respectively.