# Nelson Miranda

> Nelson Miranda is the chief executive officer of Vacation Inc. and the Miami sun-care company's first outside CEO. An engineer by training and a beauty-industry operator by career, he spent about two decades at Procter & Gamble, more than seven years at Revlon, and six years leading DeMert Brands and Not Your Mother's. He joined Vacation in August 2026 after Not Your Mother's posted 40% growth in 2025 and its parent agreed to be acquired by Henkel, taking on the delicate assignment of adding operating discipline without flattening the founders' deliberately playful brand.

- **Role:** Chief Executive Officer at Vacation Inc.
- **Organizations:** Vacation Inc., DeMert Brands, Not Your Mother's, Revlon, Procter & Gamble
- **Known for:** Led Not Your Mother's through 40% business growth in 2025, compared with 4% growth in the broader mass hair-care category during the first half of that year., Helped take Not Your Mother's to more than 40,000 U.S. retail locations and to an agreed acquisition by Henkel in 2026., Built a career spanning large-scale brand management at Procter & Gamble, senior prestige-beauty leadership at Revlon and private-company operations at DeMert Brands.

## Career timeline

- **c. 1993-2013** — Spent about two decades at Procter & Gamble in marketing roles across the United States and Latin America.
- **c. 2013-2020** — Held senior leadership roles at Revlon for more than seven years, ending as senior vice president of sales and marketing for the North American prestige division.
- **2020** — Became CEO of DeMert Brands and its leading hair-care brand, Not Your Mother's, in the Tampa area.
- **2021** — Set a stated goal of making DeMert Brands one of the Tampa Bay area's best places to work and helped prepare a Not Your Mother's visual-identity and website refresh.
- **2025** — Led Not Your Mother's during a year in which the business grew 40%; the brand reached more than 40,000 U.S. stores.
- **2026-03** — Henkel agreed to acquire Not Your Mother's from Main Post Partners after the brand generated about €190 million in 2025 sales.
- **2026-08** — Joined Vacation Inc. as its first outside CEO, working alongside founders Dakota Green, Lach Hall and Marty Bell.

## Achievements

- Led Not Your Mother's through 40% business growth in 2025, compared with 4% growth in the broader mass hair-care category during the first half of that year.
- Helped take Not Your Mother's to more than 40,000 U.S. retail locations and to an agreed acquisition by Henkel in 2026.
- Built a career spanning large-scale brand management at Procter & Gamble, senior prestige-beauty leadership at Revlon and private-company operations at DeMert Brands.
- Selected in August 2026 as Vacation Inc.'s first CEO from outside its founding team.

## Latest updates

- **2026-08** — Appointed chief executive officer of Vacation Inc., becoming the five-year-old company's first outside CEO.
- **2026-03** — Henkel announced an agreement to acquire Not Your Mother's, the hair-care brand Miranda had led since 2020.
- **2025-11** — Not Your Mother's was reported to be up 40% for 2025 and available in 40,485 U.S. stores.

## Links

- Website: https://vacation.inc
- LinkedIn: https://www.linkedin.com/in/nelsonamiranda1
- Twitter/X: https://twitter.com/vacation_inc
- Instagram: https://www.instagram.com/vacationinc/
- Facebook: https://facebook.com/pages/category/brand/Vacation-Inc-103689115185605/
- TikTok: https://www.tiktok.com/@vacationinc

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Profile page: https://yespress.io/nelson-miranda
Published by YesPress — https://yespress.io
Last updated: 2026-09-28