Reckitt's general manager for HK departs after 3 years

Reckitt's general manager for Hong Kong, Taiwan and Macau Boudewijn Feith (pictured) has departed to join wellness brand Rituals as managing director for Greater China, effective from 1 January 2025. 

In this new role, he will oversee the ambitious expansion plans of the Amsterdam headquartered beauty and wellness brand, reporting to Peter van Campen, APAC director, Rituals.

Rituals has offices in Shanghai and Hong Kong. Next to recent store openings in Shanghai and Shenzhen, the brand has also recently entered Japan and various other travel retail locations across Asia Pacific. 

Feith left Reckitt after leading the Hong Kong and Taiwan business for the last three years. Before that he was responsible for the Greater China expansion of the Reckitt Hygiene BU since 2019. Until a successor is announced, Arjun Purkayastha, senior VP for Greater China and North Asia, Reckitt will be acting general manager for HKTW. 

Prior to Reckitt, Feith had also helmed the role of vice president of marketing for Esprit APAC and senior positions at Procter & Gamble.

"I have been very blessed to have led the Reckitt HK and TW organisation and am obviously also very excited to (lead) join the Rituals team in the Greater China region. I wholeheartedly believe in our mission statement of 'we are not here to sell you beauty, we are here to make you feel good'," he said.

Don't miss: Dettol partners COLLAR's Ivy So to bring freshness to Hongkongers

Back in June 2024, Reckitt's hygiene brand Dettol collaborated with Hong Kong girl group COLLAR’s member Ivy So to promote its new body wash series with a campaign namely “Freshness in Bloom”, which aimed to bring Hongkongers freshness this summer. 

Featuring the two original floral fragrances from the new series, Rose & White Musk (玫瑰及白麝香) and Violet & Chamomile (紫羅蘭及洋甘菊), the campaign targeted people who are looking for floral fragrances and feel refreshed after showering in the summer.

Related articles:

Reckitt and Dettol join hands to support over 10,000 families in need
Durex parent firm Reckitt Benckiser rebrands as Reckitt, creates bespoke typeface