Madeleine Boyd Named Global SVP, Beauty and Wellness at Together Group

LONDON – Together Group has named Madeleine Boyd global senior vice president, beauty and wellness, in a bid to accelerate its growth in a fast-growing market worth more than $6.8 trillion.

Boyd was most recently global SVP at Karla Otto, and prior to that worked at the Australian beauty retailer Mecca. She will be based in London, but with a global brief, and her goal will be to consolidate and build Together Group‘s position in the beauty and wellness market.

Together Group said beauty and wellness are already core pillars of its luxury and lifestyle business, and Boyd’s appointment should further accelerate its growth in a market that’s predicted to increase at a rate of 7.3 percent annually to 2028, according to Global Web Index.

Christian Kurtzke, CEO of Together Group, said the company views longevity and wellness “as the new core value proposition in luxury. We see a rise in premium and luxury brands bringing wellness to life, from supplements and tech devices to experiential-led services, clinics and next-generation travel and hospitality.”

Boyd said that to thrive in the fast-growing wellness sector, “you cannot simply rely on the traditional beauty playbook. Wellness brands — especially in the premium and luxury space — must redefine their value propositions for HNWIs and aspirational consumers. Hyper-personalization powered by AI is especially crucial here,” she said.

Together Group is a London-based collective that aims to blend creativity, culture and immersive technology, and its clients include luxury brands and high-end hotels and destinations worldwide. It owns 14 agencies in 20 locations that operate independently, and leverage each others’ expertise.

Together’s agencies include The Future Laboratory, Construct, Noë & Associates, King & Partners, Metajive, North Six, OBO and Purple. It also provides strategic wellness consultancy services to Marina Bay Sands in Asia and is working on future wellness propositions at Soho House, Scorpios and Tramp Health in Europe and the U.S.

Kurtzke told WWD in an interview earlier this year that intangible luxuries such as travel, quality time with friends and family, and the pursuit of longevity will gradually replace logo handbags, $1,000 designer T-shirts, and products plugged by influencers.

He believes the shift in attitude that’s going on now is “seismic,” and that if luxury brands want to future-proof, they’ll need to rethink the way they do business. “The luxury groups of the future will no longer be based on hard products, but on experiences, wellness and quality of life. That means luxury brands, particularly in fashion and beauty, need to re-platform,” he said.