Madeleine Boyd, this heroine of PowerPoint, crowned Senior Vice President Worldwide excuse the grandiosity to orchestrate the “growth” of global well-being. A sort of cosmic priestess of gloss and strategy, tasked with expanding the empire of self-care to the last available patch of skin on the market.

She arrives, sharp-eyed, LinkedIn-perfect smile in place, straight out of Karla Otto that sanctuary of communication where emails die in silence, and especially mine, sacrificial victims of polite indifference. Before that, she served at Mecca, the Australian chain where well-being is sold by the milliliter and arranged by Kangaroo-color. Needless to say, she knows the ritual: promise beauty, sell the promise, and invoice the dream.

Based in London, where natural light filters through only one day in three, the new vice president will have the mission of consolidating and developing Together Group’s position in the wellness market.

In this liturgy of luxury and growth, beauty is no longer a mystery or an emotion: it has become a market, a “vertical” to conquer, a percentage to scrape off a chart. $6.8 trillion, as if humanity’s well-being could fit inside a bimbo’s brain. Thus, Mary Magdalene the sinner, draped in her flashy title, is here to push the curve upward, like a priestess of profit, incense replaced by data, and grace replaced by branding.

The press release speaks of “accelerating growth” in the sector. A charming euphemism for industrializing serenity. She perfectly embodies this era in which we confuse elevation with rebranding, and poetry with lifestyle marketing. One can already imagine her preparing her speech: “Beauty is a growing market” a line so flat it could serve as a pocket mirror.

FM