In our latest episode of Beauty Talent Talk, we sat down with Reuben Carranza, CEO of Bansk Beauty, to explore what it truly means to build a people-first organization. Reuben doesn’t just talk about culture; he builds it. And with a retention rate that outperforms industry averages, he proves that prioritizing people isn’t just the right thing to do, it’s a winning strategy.
For executives navigating hybrid teams, high turnover, or rapid growth, this conversation offers actionable insights from someone who’s walked the walk and delivered real results.
Start with People
Reuben’s leadership philosophy is anchored in a simple truth he learned early on at Procter & Gamble: people are the foundation of any successful organization.
“You could take away the brands, the buildings, and the technology, but if you kept the people, you could rebuild it all within ten years.”
That mindset has shaped his entire career. Whether leading multinational brands or fast-growing startups, Reuben’s leadership philosophy remains clear: success starts with people, and investing in them drives everything else forward.
Simplify and Align
When Reuben joined Amika and Eva NYC, the company was operating post-COVID in a fully remote structure. The culture was entrepreneurial, passionate, and overwhelmed. With over 250 competing priorities, teams were working around the clock with little alignment.
Reuben’s first move? Simplify.
He reduced the priority list to a core dozen, aligned with the leadership team, and clearly communicated what the company would and wouldn’t focus on.
“We needed to stop operating like a jazz session and start playing like a symphony.”
That clarity created focus, improved morale, and gave employees permission to stop chasing every task and start executing what really matters.
Redefining Hybrid
Rather than reverting to pre-pandemic structures, Reuben embraced the reality of hybrid work, but with intention and structure. He introduced clear principles:
- Company-wide East Coast hours (regardless of location)
- Cameras-on for virtual meetings to maintain connection
- Biannual in-person gatherings called “Academies” to foster collaboration, culture, and recognition
These guardrails allowed the team to thrive in a hybrid model while maintaining the human connection that’s often lost in remote environments.
Build Trust Through Transparancy
With any major shift comes uncertainty, but Reuben believes trust is built through consistency.
He instituted monthly all-hands meetings led by the executive team to communicate openly about business performance, challenges, and progress. Prior decision-making confusion was replaced by alignment, accountability, and clarity.
“When people saw we were serious about simplifying, and sticking to it – trust started to build.”
Develop Talent with Intention
Reuben’s approach to talent goes beyond performance reviews. He introduced a structured talent assessment framework that evaluates both performance and potential, enabling more robust career planning and cross-functional growth.
He also formalized mentorship and sponsorship, not just within the organization, but industry wide.
“Sponsorship means advocating for someone who may not check every box on paper – but has the foundation to grow.
It’s a system that helps employees feel seen, supported, and set up for long-term success.
Celebrate and Connect
Culture thrives on recognition, and Reuben leads by example.
From launching a company-wide “Academy Awards” to spotlight achievements, to building time into every meeting for personal celebrations (marriages, anniversaries, new hires), he created a workplace where people feel like they belong.
“Recognition isn’t a perk; it’s a leadership responsibility.”
The most successful brands don’t treat culture as a buzzword, they treat it as a business strategy.
Reuben Carranza is proof that when leaders invest in people, create structure around priorities, and build trust through communication, the results follow: stronger teams, higher retention, and a culture employees want to be part of.
🎧 Want the full conversation? Listen here:
Listen to the episode on Spotify
At Premier, we believe the same. That’s why we partner with companies committed to building people-first organizations and help them find the talent who will thrive within them.
If you’re looking to attract and retain exceptional leaders who align with your values, we’d love to support your next chapter.
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