Beauty and wellness booking platform Treatwell has appointed growth executive Coline Herné as Chief Marketing Officer
Coline brings 16 years of high-impact leadership at the intersection of professional beauty, high-growth tech platforms, and dual-sided marketplaces. This includes time spent working at L’Oréal Professional, working directly with salons and hairdressers.
Her appointment marks a strategic move by Treatwell to accelerate its next growth phase, reinforcing its market leadership across Europe and deepening its partnership with beauty professionals.
Accelerating Momentum in European Beauty and Tech with the Professionals
Treatwell enters this new chapter from a position of strength, powering more than 95,000 partner salons across Europe and managing over 140 million bookings in the last 12 months.
The platform continues to see surge demand in key markets - led by solid leadership positions in Germany and UK, and fuelled by significant growth in all markets - especially in Southern Europe with up to 48% year on year growth across markets.
The growth is also driven by leading categories like Manicures (+29%) and expanding categories in the beauty industry in advanced body and wellness treatments like Lymphatic drainage (+17.5%).
Commenting on the appointment, Coline said: “Joining Treatwell brings my journey full circle. I grew up professionally on the salon floor at L’Oréal - visiting hairdressers, attending technical sessions, and witnessing firsthand the incredible craft, passion, and artistry of beauty professionals. Moving into fast-scaling tech giants like Uber and Satispay taught me how to use data and every channel available to grow a business fast; sometimes tenfold.
“Beauty professionals are true craftspeople. My goal is to leverage technology and performance marketing to accelerate Treatwell's growth, making us the partner salon owners rely on and the first place people go to book beauty across Europe."
Alessandro Frau, CEO at Treatwell, also commented: “Our ambition is to accelerate even faster. Coline brings a unique blend: she has scaled tech unicorns, built multi-channel acquisition machines, and spent years working side-by-side with salon professionals. That mix of marketplace execution and industry empathy is exactly what we need for our next era of growth.”
