Hughes-Dawkins brings more than 25 years of experience spanning practice, commercial leadership and brand strategy within the aesthetics sector.

She has developed a strong reputation for driving revenue growth, building high-performing teams and establishing long-standing relationships with clinics and key opinion leaders across the UK and Ireland.

The appointment reflects VIVACY’s focus on strengthening its leadership infrastructure as demand for premium injectable products continues to evolve. The company’s leadership team highlighted Hughes-Dawkins’ strategic insight, market understanding and established network as key factors in supporting the next phase of expansion.

In her new role, Hughes-Dawkins will lead sales strategy and market development across the region, working to further embed VIVACY’s portfolio within clinical practice and support practitioners through education, partnership and commercial growth.

Commenting on her appointment, Hughes-Dawkins said she was delighted to be joining the company at a pivotal stage in its development, noting VIVACY’s strong positioning around innovation, scientific integrity and long-term collaboration.