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The Fragrance Foundation UK has appointed Kelly Reade as its new CEO, ushering in a new chapter for the organization as it shifts to a directly managed operating model.

Effective September 8, 2026, Reade succeeds Linda Key Jackson, who stepped down at the end of August following 15 years at the helm. Her appointment follows an external search conducted with executive search firm True Search.

“Kelly brings a powerful combination of fragrance and luxury expertise, strategic communications experience and deep industry relationships," said Vanita Sabnani Dalamal, chair of The Fragrance Foundation UK. "With her strong understanding of the Foundation and our members, we are delighted she will lead us into an ambitious new chapter, building on our strong legacy, expanding our influence and championing fragrance as a powerful force in British culture and creativity.”

Reade added, “I’m proud to be taking on this role at a significant moment for the Foundation and for the fragrance industry. I know the Foundation and its community well, and I have enormous respect for what Linda and the team have built over the past 15 years. I’m looking forward to bringing my commercial and creative experience to the role, and I’m hugely excited to work with our members, our team and the wider fragrance community to shape our next chapter together.”

Reade brings more than 25 years of experience across fragrance, beauty and luxury, spanning agency and in-house leadership roles. Most recently, she served as VP, global communications at Jo Malone London, where she oversaw global communications, brand positioning, reputation and cultural partnerships. She previously served as a non-executive director of The Fragrance Foundation UK, giving her an inside perspective on the organization and its membership.

Her arrival comes as fragrance continues to expand beyond its traditional category boundaries into beauty, fashion, wellness, culture and lifestyle. Under Reade, the Foundation says it will focus on delivering greater value to members, strengthening its industry voice, sharing expertise, developing future talent and connecting the businesses and individuals shaping the sector.

Reade will work with the Foundation’s Board, team and members to build on established platforms including its awards, education and talent programs, while investing further in thought leadership, partnerships and industry talent.

The Foundation is also establishing a new base at Eccleston Square in London’s SW1, part of a broader effort to bring the organization closer to its members and the wider fragrance community.

The leadership transition marks the end of a significant era under Jackson while positioning the Foundation for a more direct, member-focused approach to its next phase of growth and industry influence.

This article explores fragrance, aromatherapy, home fragrance, reed diffuser, scented candle, essential oil, perfume, natural fragrance, room scent, car fragrance, sharing the latest industry insights and offering practical references for enthusiasts.

Source: Perfumer & Flavorist (https://www.perfumerflavorist.com/)

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