Industry x CEW The Interview: Dianna Tieu, Managing Director UK&I, L’Occitane en Provence

Dianna Tieu is the Managing Director of L’Occitane en Provence UK & Ireland and CEW Board Member. She has previously held senior leadership roles as General Manager at La Mer, Darphin UK & Ireland, and Natura Bissé in Asia. With a strong background in marketing, her career has spanned notable positions leading marketing functions for Harrods Beauty, Estée Lauder, and Jo Malone London Asia Pacific.

Beyond these roles, Tieu is a Board Member of CEW, serves on the British Beauty Council’s Diversity, Equity & Inclusion Committee, and is an Advisory Board Member of 100 Allies.

Have you always had an interest in the beauty industry? Why does it appeal to you and why did you want to work within it? 

I have always loved beauty as a consumer. During my first internship at an ad agency, I was placed on the Rimmel account and that was when I realised that people work in beauty as a career – and I knew it was for me.

Beauty is so intrinsically linked to culture and consumers that it means you never stand still. What works today may not work in a year; what didn’t work at enough scale last year may work today. I find that constant evolution fascinating – the substance of our work is always changing. Trends, consumer needs, and cultural shifts all change, and that means a role in beauty is always evolving and no two days are the same. I love that.

CEW UK promotes the British beauty industry, why is this important? What do you think sets the British beauty industry apart from other markets worldwide? 

CEW UK provides a forum for the British beauty industry to come together and be stronger in our action and impact on important topics that are bigger than any one brand or sector. It brings together brilliantly talented, sharp individuals across different experiences, expertise and levels who share a passion for keeping our industry in momentum. That’s the energy you feel at any CEW event.

I believe what sets the British beauty industry apart is our understanding of the huge responsibility we have in using our influence to ensure that what is considered “beautiful” is authentically representative of our diverse consumers and culture.

Why did you join CEW UK? Do you have any highlight moments from being part of this? 

I first joined CEW UK as a Marketing Coordinator. It played a huge role in my early career, particularly in my outward learning of the industry and in building my network. I was always in awe of the inspiring presenters at the events. I rejoined as a Board Member two years ago, and I hope to pay it forward.

The highlight moments are when you witness the exponential impact that occurs when the industry comes together. Sallie, CEW UK’s Managing Director, never gatekeeps, and she and CEW UK have been founding partners of 100 Allies, a non-profit organisation whose mission is to change the face and faces of the boardroom. The doors that CEW UK opens for other beauty organisations, and in turn for beauty individuals, are one of the reasons I’m proud to be part of CEW UK. I also really enjoy being part of the CEW Mentorship programme, as I learn so much from my mentees.

What do you think are the biggest opportunities and challenges in the beauty sector today?

We know that beauty’s impact is beyond skin deep and I think one of our biggest opportunities is how wellbeing is becoming more integrated. From product innovation and tech to storytelling and consumer experience, there are so many exciting ways this will show up and blur the lines between beauty and wellbeing.

There has been good progress with more inclusive consumer-facing campaigns in recent years. But I believe one of the challenges is that we still have a way to go in diversity – both visible and non-visible – around the tables where decisions are made. We can’t be complacent; we all hold influence to use our voices and ask uncomfortable questions to collectively progress toward systemic change.

What key skills do you need to have as a leader today, in general and in beauty? 

As your career progresses, it’s guaranteed that there will be more ambiguity and external factors that are harder to control – know that this is inevitable and embrace it!

As a leader, hire people who are better than you. Your role is to provide a clear, collective North Star to your team and empower them to go forth and rock it.

Why is it important that people pursue entrepreneurship or senior leadership roles in their careers? 

Each individual has a different set of values and priorities that are unique to them, and it’s important to stay true to those in your career and in the choices you make. That may lead you to entrepreneurship, senior leadership, or neither – and all are okay. What matters is that you pursue what is authentic to you.

How can people be encouraged to pursue entrepreneurship or senior leadership roles in their careers? 

As an industry, we are finding ways to lift the lid on what a career path in beauty can look like. We are an industry made up of businesspeople, creatives, scientists, artists, and so much more. Keep your eyes peeled for the work CEW UK is doing in this space!

Your career has spanned several well-known brands – what attracted you to L’Occitane en Provence?

L’Occitane en Provence has a unique business model based on 3Ps: People, Planet, Profit. Our passion is to have a positive impact on people and nature. This shows in our B Corporation certification, the traceability of our iconic ingredients, and our respect for biodiversity. Being part of such a meaningful brand and team is what attracted me.

What are the key strategic priorities for L’Occitane en Provence in the UK and Ireland in the short and long term?

Loccitane en Provence is proud to be celebrating our 50th birthday in 2026 and we have very exciting plans on ensuring the next 50 years as a well loved Beauty Maison. With it, a new chapter begins for L’Occitane en Provence. One of a reinvention, rooted in authenticity. New colours, new forms, a new harmony. The first chapter Flora Orchestra launched this month, the reimagined collection of our 14 fragrances. We also have new exciting products including liquid soaps and diffusers – they are sublime and fast becoming my personal favourites.

A wind of change whispers through the hills of Haute-Provence, carrying the promise of re-enchantment.

This article is taken from INDUSTRY BEAUTY