Leite leaves Vitamin Shoppe to join Ideal Image as CEO

Sharon Leite, well-known as the CEO of the Secaucus-based Vitamin Shoppe, has left her role to accept a position as CEO of Tampa, Florida-based Ideal Image, the No. 1 aesthetics brand in North America, according to a Monday announcement.

Leite will succeed David Prokupek, the company’s current CEO, who will continue with the company as an adviser.

During her time at the Vitamin Shoppe, Leite led the company’s renewed growth strategy that brought industry-leading innovation, quality and expertise to the health and wellness category. During her tenure, she launched a technology-driven format, opened distribution to new sales channels, increased development and innovation of the private brand portfolio, introduced personalization initiatives, pioneered an expansive CBD hemp extract merchandising program and expanded the business into Asia. She also inked integrated partnerships with industry leaders such as WW (formerly Weight Watchers), and licensing agreements with Warner Bros. and DC Comics. Additionally, Leite was instrumental in redefining the Vitamin Shoppe’s brand story and mission, ultimately creating a purpose-driven and inclusive culture that delivered the best overall performance in the company’s history, while championing a variety of community focused and charitable efforts.

As a seasoned veteran of consumer-focused businesses, Leite has over 25 years of experience in strategy development, brand building, product innovation, digital engagement and assembling world class teams that deliver results. In her new role as CEO of Ideal Image, Leite will drive brand strategy, accelerate the development of talent, create a best-in-class organizational culture, manage the company’s resources and operations and partner with the company’s board of directors.

“I am delighted to join the team at Ideal Image, with its strong track record. There is tremendous opportunity to reimagine the brand in the dynamic aesthetics, beauty and wellness categories,” Leite said. “Ideal Image has set itself apart in the industry and has been the market leader. I look forward to working with Ideal’s leadership team and dedicated associates and thank David for creating a platform which allows us to accelerate our plan to deliver affordable luxury through our treatments across North America.”

Leite currently serves on the boards of the National Retail Federation, the Lovesac Co., Women in Retail Leadership, Performing Arts Fort Worth and the Neeley Business School at Texas Christian University. She will also join the Ideal Image board of directors.