Skylar, the clean fragrance brand known for its hypoallergenic formulations and vegan ingredients, has appointed Love Island USA alum Leah Kateb as its new Chief Creative Officer and “Refounder.”

Leah, who rose to national attention on Season 6 of Love Island USA, has been a longtime consumer of Skylar products. A shower routine video she did in 2024 featuring the brand’s Vanilla Sky fragrance went viral, prompting an initial conversation with the company.

The company confirmed the expanded role following several months of collaboration with Kateb, whose content featuring the brand helped drive a renewed wave of visibility across social platforms that later evolved into a formal leadership role.

In a statement shared to multiple outlets, Skylar said Leah will oversee creative direction, product innovation, brand refresh efforts, and storytelling across all consumer touchpoints. The title of “Refounder” was introduced to signal the beginning of what the company describes as a new chapter for the nine year old fragrance house.

“I’ve worn Skylar for years,” Leah shared in a note, “Now, I’m stepping into a new role to help reimagine the brand for what it is today: modern, elevated, and made for every part of your life.” For consumers, this means fragrances that come with personal taste, narrative and identity.

The first product released under Kateb’s direction, Double Dates, debuted in October 2025. Marketed as a gourmand fragrance featuring notes of dates, brown sugar, and sticky toffee, the launch represents Skylar’s entrance into rich, food forward scent profiles, a category that continues to dominate fragrance trends. The brand reports that the fragrance maintains its existing clean beauty commitments, including being phthalate free, cruelty free, and safe for sensitive skin.

Industry analysts have noted that Kateb’s appointment reflects a bigger shift in beauty marketing, where high engagement creators are increasingly being integrated into brand leadership rather than used solely as spokespeople. That model, which pairs audience influence with creative decision making, has gained traction among fragrance and cosmetics companies seeking to shorten the gap between product development and consumer trends.