Carolyn Murphy is taking her seat at the C-suite table.
The famed supermodel has been named partner and chief brand officer of Infinity Wellness, the supplement brand best known for its True Greens powder blend and nutritional bars.
Effective immediately, Murphy will work alongside founder and chief innovation officer Billy Merritt, helping to lead the creative vision across all aspects of the brand, from product development to consumer education.
Infinity Wellness products.
Murphy’s appointment comes as Infinity Wellness looks to expand its reach and build beyond its flagship assortment through active storytelling, newsletters, social campaigns and more.
“Carolyn embodies everything Infinity Wellness stands for. She brings extraordinary creative vision, impeccable taste and, most importantly, a genuine passion for healthy living. As we continue to grow the brand, Carolyn’s perspective will help us create a deeper connection with consumers who are looking for wellness products they can truly trust,” Lars Hem, chief executive officer, said in an official statement.
Speaking with WWD, Murphy called this a natural career move. Having spent years partnering with prestige beauty bigwigs like Estée Lauder, she said she understands the value in maintaining a holistic brand. “It’s so much about the feeling, the imaging, the storytelling, how we’re communicating to our customer, and how we’re making them feel. Whether I’m working with a fashion brand or a beauty brand, those details helped me do my job best,” she said. “I’m interested in translating that. I want people to feel connected.”
Murphy is setting herself up to be perceived as the “example of health,” with plans to share her lifestyle, love of cooking and philosophy on aging. In doing so, she’s hoping to open a direct line of communication between the brand and its community.
“I don’t want it to ever come across as holier than thou,” she said. “We want to build trust, and the transparency is important. Our consumers should be able to understand what they’re taking and how it’s making them feel. It can all be overwhelming, but when you simplify things a bit more, it’s accessible. That’s why I love the [Infinity Wellness] products; they’re simplistic. I’ve been using them, and I wholeheartedly believe in them. It’s going to be so exciting to have this role and to get the feedback.”
From where she sits, the brand appears well-positioned to benefit from the wellness boom that’s been driven by a larger emphasis on longevity within the beauty sphere. When asked what, if any, challenges face the business, she said: “I think we’re right on target. We’re hitting this moment, and we’re striking while the iron is hot.”