Caliray has appointed William Smolen as chief executive officer, bringing in the beauty industry veteran to help lead the brand’s next phase of growth.

Based in Southern California, the clean beauty brand was founded by Urban Decay cofounder Wende Zomnir, who said the decision to bring on a CEO now was driven by the brand’s evolution and the need for additional leadership as the business grows.

“We had grown the brand and it was doing well, but I just feel like it was time to create some real acceleration,” she said. “I really wanted a partner that I felt like I could collaborate with, so that there was a real yin and yang kind of feeling, and I really found that with Bill.”

She added that finding someone who could balance operational expertise with an understanding of creativity was key.

Smolen, whose background includes leadership roles at The L’Occitane Group, Make Beauty and Wagwell, said his focus will be on amplifying awareness while preserving the brand’s identity.

“I think she built a brand with real authenticity and credibility,” said Smolen, who will split his time between California and New York. “My role is now about helping scale the awareness and that connection.”

The brand is currently carried in Sephora doors nationwide and has expanded to 800 Sephora at Kohl’s locations. Smolen said Sephora will remain Caliray’s primary growth engine, with plans to invest in creator partnerships, marketing, merchandising and sampling initiatives to deepen consumer engagement.

While Caliray currently operates with a team of about 12 employees, Smolen said the company is adding talent across digital marketing, creative, operations and influencer support as it prepares for its next stage of business.