Regina Baptista Has Been Named the New President of Sam Villa Company


Big things are happening at Sam Villa Company. The leading education and styling tool company recently named Regina Baptista as its new President. In her new role, Baptista will be charged with helping the brand gain market share in its categories, do more business in existing domestic and international markets, and introduce the Sam Villa brand to a new generation of professionals and consumers.

Pictured: Sam Villa Company President Regina Baptista // Photo Courtesy of Sam Villa Company

Her new appointment comes just as the company celebrates its 15th anniversary. As the Sam Villa brand is one that has always represented movement in the hair styling industry, Baptista is thrilled to be personally joining the company. 

“The Sam Villa brand has successfully differentiated itself within the industry and is widely recognized among haircare professionals for creating the ergonomic shears category and innovating the styling tools category at-large,” says Baptista. “I’m excited to partner with the Sam Villa founders as we look to expand the business into new categories and strategically grow its base together. I look forward to working with the entire Sam Villa team to deepen the brand’s strong professional awareness globally and further develop its ability to authentically connect with professionals directly and through its trusted partners.”

Speaking on Baptista’s new role, Beth Carson, Co-Foudner of the Sam Villa Company, shared: “Regina’s appointment as the new president marks an important move for our company, and we couldn’t be more thrilled. Her successful track record of delivering consistent results for brands seeking to grow market share, create disruption, expand globally, and build enduring industry partnerships makes her the right person to drive our ambitious new growth plan as President.”

A dynamic and experienced leader with a deep knowledge of the beauty industry and product innovation, Baptista will lead Sam Villa Company’s growth momentum with a focus on broadening the Sam Villa product and education offerings, developing category innovation for the brand, creating a deeper connection with hairdressers, enhancing the brand’s affinity and customer loyalty, and expanding partnerships and distribution.

Along with announcing Baptista’s appointment to President, Sam Villa Company also has announced that Petro Wood has been elevated to the role of Chief Financial Officer. In her new position with the company, she will continue her outstanding contributions to the company’s growth and profitability. Throughout the past six years since joining the Sam Villa team, Wood has demonstrated exceptional financial management and reporting for the business and has been key to the company’s success.

Not only has Wood’s dedication to fiscal management and sound data reporting improved the company’s ability to identify opportunities for growth, but it’s also improved the company’s bottom line. Her work has been instrumental in helping the company achieve its strategic goals and ensure long-term financial stability.

“Petro has been a most valuable asset to the company’s leadership team, the three founders and our investor partners,” notes Carson. “Her expertise in financial management and ERP systems has been exceptional, and her contribution to our growth and profitability has been vital. We are pleased to continue working with Petro and look forward to her leadership in driving the financial success of our company.”

As Chief Financial Officer, Woods will continue to report and work with the founders on company financial performance and outlook. Additionally, she will also work alongside Baptista to ensure the company’s future growth and success.

Both Wood’s and Baptista’s appointments provide a solid foundation of highly qualified and experienced professionals to lead the Sam Villa Company forward to meet its growth and expansion goals.

“I could be prouder of the brand and the company we’ve built over the last 15 years and having the pleasure of leading the organization as president for the past almost 7 years of growth and profitability,” says Carson. “Placing Regina and Petro in these two pivotal roles ensure the brand and its legacy will continue to build momentum for many years to come.”

For the latest news from Sam Villa Company, be sure to follow @samvillahair on Instagram.

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Camille Nzengung

Camille Nzengung is a Features Editor at The Tease, where she covers all things hair. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches. Send her a pitch:


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