In her new role, Eliane will work across all PR and comms activity for the Fudge brand, as well as help raise international awareness.

She will work closely with the digital team and manage the Fudge day-to-day press office and will report to Andrew Perera, director of global comms.

Andrew said: "I'm delighted that Eliane has joined the Fudge team. It's an exciting time for the brand as we evolve to get it to number one! Eliane will be a key member of the team to get us there."

Eliane was previously at The Communications Store where she worked across its beauty and lifestyle division on brands including Chantecaille, NUDE Skincare, Clarisonic, Dr.Hauschka, and Zaggora.

Eliane said: "It's such an exciting time to be embarking on a new adventure with the Fudge hair care brand. I can't wait to work with this dedicated and talented team to help take this great brand to a new level."