Naterra International Welcomes Luis Garcia as First Chief Marketing Officer

Naterra International, a leader in the beauty and personal care industry, has appointed Luis Garcia as its first chief marketing officer (CMO).

Garcia will step into the role of Naterra’s inaugural CMO, driving the marketing strategy for the company’s notable brand, Tree Hut, and its expanding portfolio.

He brings nearly two decades of exceptional expertise in brand strategy and leadership, honed during his tenure with globally recognized organizations such as L’Oréal, Beiersdorf and Galderma.

“We are thrilled to welcome Luis Garcia to our Naterra team as we embark on an exciting new chapter for our brands,” said Jon Song, CEO of Naterra International. “Luis brings a wealth of expertise in building iconic brands and a bold vision for innovation that aligns perfectly with our goals. We are confident his dynamic leadership will drive transformative growth and take Naterra to new heights in our key categories.”

Garcia will take the helm of the company’s marketing initiatives, overseeing the strategy and visionary direction of the personal care leader, including its brands Tree Hut and Baby Magic. He will be tasked with spearheading the growth of the dynamic Tree Hut brand, the number one body scrub in the country, by continuing to harness its viral social media presence and activating large-scale consumer events and sponsorships to grow brand awareness. Garcia will lead the development of full-funnel marketing programs for existing and future brand launches.

Tenures at La Roche-Posay and Beyond

Mexico-born Garcia discovered his passion for beauty care more than 18 years ago, launching his career with leadership roles for iconic brands like La Roche-Posay and Vichy. Most recently, he served as vice president and head of marketing for Cetaphil and Differin, overseeing all marketing functions, including consumer insights, social media, public relations and media strategy. His innovative marketing approach helped reinvigorate Cetaphil’s appeal among younger consumers, successfully reversing a revenue decline.

Garcia’s strategic repositioning of Cetaphil through bold initiatives such as partnering with high-profile fashion brands, leveraging influencer storytelling, and debuting a social-first Super Bowl commercial earned widespread recognition and drove significant brand growth.