The Fragrance Foundation UK appoints Kelly Reade as Chief Executive Officer

UK – The Fragrance Foundation UK has appointed Kelly Reade as its new chief executive officer, effective 8 September 2026. 

Kelly succeeds Linda Key Jackson, who stepped down at the end of August after 15 years at the helm of the organization.

The appointment follows an external recruitment process supported by executive search firm True Search.

Reade takes charge at a significant point for both the Foundation and the wider fragrance sector. Fragrance is increasingly being discussed beyond its traditional product category, with connections to beauty, fashion, wellness, culture and lifestyle.

Under Reade’s leadership, the Foundation plans to build on the platform and legacy developed during Jackson’s tenure. 

Its priorities will include increasing value for members, reinforcing the organization’s industry voice, sharing knowledge, supporting emerging talent and connecting the companies and professionals shaping the future of fragrance.

Jackson left the organization after 15 years of leadership, during which the Foundation strengthened its role as a central platform for the UK fragrance industry. 

Vanita Sabnani Dalamal, Chair of The Fragrance Foundation UK, stated, “Kelly brings a powerful combination of fragrance and luxury expertise, strategic communications experience and deep industry relationships.”

“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 brings more than 25 years of experience in fragrance, beauty and luxury. 

Her career has included senior positions in both agency and in-house environments, giving her experience across brand development, strategic communications, reputation management and industry engagement.

Most recently, she served as vice president of global communications at Jo Malone London. 

In that role, she led global communications, brand positioning, corporate reputation, and cultural partnerships.

Her professional background combines the commercial requirements of building international brands with the creative and relationship-driven aspects of the fragrance and luxury industries. 

Reade has also served as a non-executive director of The Fragrance Foundation UK, giving her existing knowledge of the organization, its member base and its wider role in the sector.

As CEO, Reade will work with the Foundation’s board, team and members to develop its existing programs and strengthen its contribution to the fragrance community. These include the organization’s awards, education initiatives and talent-development activities.

The Foundation is also implementing a new operating structure and has moved to new offices at Eccleston Square in London’s SW1 district. 

The changes are intended to bring the organization closer to its members and the broader fragrance community.

Under the new model, the Foundation aims to strengthen its established platforms while investing in talent, thought leadership and strategic partnerships. It also plans to develop its reputation and expand its influence as fragrance becomes more closely connected with wider cultural and creative conversations.

The Fragrance Foundation UK is a non-profit organization dedicated to advancing the art and science of fragrance. 

Describing itself as the voice of scent, it brings together more than 250 companies operating across the fragrance value chain.

Its activities include membership services, industry awards, education, talent development, advocacy and other programs designed to support the sector. 

Through these initiatives, the Foundation connects fragrance brands, retailers, suppliers, manufacturers, educators, creatives and other stakeholders.

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