Thais brings her long experience, such as participation in the development of the Rexona and Dove brands, to the role.
A Unilever has just announced Thais Hagge as Global Vice President for the brand That, internationally called Sunsilk. The executive, who for the last year and a half led the Beauty and Wellbeing business unit of the Brazilian operation, will take on, from March onwards, the global challenge of leading one of the largest hair care brands in the world, widely known for democratizing access to beauty for women from different cultures, in addition to being one of the company’s most valuable (with annual sales of over 1 billion Euros).
At Unilever for 20 years, Thais has built a path of commitment not only to the development of strong brands, but also to the purpose of including and paving the way for other women. In her professional journey, which began as an intern, the executive led important movements, such as the transformation of the deodorant category in Brazil with the launch of Rexona Clinical and the creation of engagement actions, such as Rexona Evidências and the partnership with Anitta and with the group Now United. In 2020, after becoming the leader of the Foods unit (currently Nutrition) in Brazil, she was in charge of the “United for Food” initiative, a project that aims to combat food waste.
For the Beauty and Wellbeing unit, the executive leaves as a legacy the transformation of the hair category, with segmented products to meet the different needs and profiles of consumers, in addition to having consolidated the recognition of the purpose of Real Beleza de Dove. Some of the results of this successful trajectory are the achievement of the most awarded campaign in the history of the Dove brand in the country, A Place in the Sun, recognized at the Cannes Festival in 2023, and the Seda campaign, in partnership with The Walt Disney Company Brasil, to loosen Princess Tiana’s hair (from the film The Princess and the Frog), one of the most powerful brand moves to praise black beauty that Unilever has ever carried out.
So many transformations and consistent results resulted in Thas moving internationally, which expands his role not only in geography, but also in complexity.
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