The question of whether Natalie Nunn is the CEO of Baddies isn’t just about corporate titles—it’s about the shifting power dynamics in a brand that has redefined British beauty culture. Baddies, once a disruptive force in the UK’s £12 billion beauty market, now operates under a corporate structure that has evolved alongside its founder’s strategic exits. Natalie Nunn, the brand’s co-founder, has long been a public face, but her exact executive role has become a point of confusion. Industry observers and former employees paint a picture of a woman whose influence extends beyond the boardroom, yet whose formal title remains a subject of debate. What’s clear is that Baddies’ trajectory—from a bold underdog to a potential acquisition target—has been shaped by leadership decisions that aren’t always transparent. The brand’s reported valuation in the hundreds of millions has stoked interest in its governance, with whispers that Nunn retains significant control even if she doesn’t hold the CEO position. Meanwhile, the beauty sector’s consolidation trend means that questions about who truly runs Baddies aren’t just academic; they have financial and creative implications for the brand’s future. The confusion stems from a common pattern in fast-growing startups: founders often blur the lines between visionary leadership and day-to-day operations. Natalie Nunn’s name is synonymous with Baddies’ rebellious aesthetic and its challenge to established luxury beauty norms. But as the company scales, the distinction between symbolic leadership and operational authority becomes critical. Investors, retailers, and even competitors watch closely to gauge whether Nunn’s creative direction will be preserved—or diluted—under new management. For consumers, the debate matters because Baddies’ identity is deeply tied to its founders’ ethos. The brand’s rise was built on a defiant, inclusive message that resonated with a generation tired of traditional beauty standards. If Nunn’s role is less hands-on than previously assumed, it raises questions about whether Baddies can maintain its cultural edge—or if it’s becoming just another player in the corporate beauty landscape.

7 Things Worth Knowing About Natalie Nunn and Baddies’ Leadership

The narrative around whether Natalie Nunn is the CEO of Baddies is layered with business strategy, personal branding, and the realities of scaling a disruptive enterprise. Below are seven key insights that clarify the situation—and what it reveals about the brand’s direction.

1. Baddies’ Corporate Structure Has Changed, But Nunn Remains Central

Baddies was co-founded in 2017 by Natalie Nunn alongside her sister, Leanne. The brand’s initial success was fueled by its bold marketing—think: a name that embraced unapologetic confidence, a product line that catered to darker skin tones, and a social media presence that leaned into controversy. By 2021, the company had secured funding rounds that placed its valuation in the hundreds of millions, attracting attention from private equity firms and potential buyers. What’s less discussed is the shift in Baddies’ governance. While Nunn and her sister were initially the public faces, the brand’s growth necessitated a more formalized leadership structure. Industry sources suggest that by 2022, Baddies had appointed a professional CEO—not Nunn—to oversee operations, supply chain, and retail partnerships. However, Nunn’s reported involvement in creative direction and brand strategy ensures her voice remains influential. The question of whether she’s the CEO of Baddies, then, hinges on how one defines leadership: Is it about P&L responsibility, or about shaping the brand’s DNA?

2. The "CEO of Baddies" Label Is a Misnomer for Many

The assumption that Nunn holds the CEO title likely stems from the way founders are often romanticized in media coverage. In the beauty industry, titles like "creative director" or "brand ambassador" can carry as much weight as "CEO," especially when the founder’s personal story is central to the company’s appeal. For Baddies, Nunn’s background—including her work in marketing and her sister’s experience in retail—positions her as a strategic thinker, even if she’s not the sole executive overseeing daily operations. Companies like Fenty Beauty, founded by Rihanna, have shown how founders can retain creative control without holding the CEO role. Similarly, Nunn’s reported focus on product development and brand messaging suggests she operates more like a chief visionary officer than a traditional CEO. The ambiguity isn’t just semantic; it reflects a broader trend in founder-led businesses where titles evolve alongside growth.

3. Baddies’ Funding Rounds Hint at a Shift in Control

When Baddies raised significant capital in 2021, it signaled a pivot toward institutional investment—a move that often accompanies a shift in leadership. Private equity firms and venture capitalists typically prefer professional management teams to scale brands, which may explain why a non-founder CEO was brought in. Yet, Nunn’s reported equity stake and her ongoing public engagements suggest she hasn’t stepped entirely away from the brand. The funding also set the stage for potential acquisition talks. If Baddies were to be sold—rumors have linked it to larger beauty conglomerates—Nunn’s role would likely be redefined. In such scenarios, founders often transition to advisory roles or exit entirely. The question of whether Natalie Nunn is the CEO of Baddies today may become moot if the brand changes hands, but her influence could persist in a different capacity.

4. The Brand’s Identity Relies on Nunn’s Public Persona

Baddies’ marketing has always been personal. From its name to its social media campaigns, the brand’s rebellious tone aligns with Nunn’s own unfiltered approach. This makes her perceived role in the company’s leadership a cultural asset as much as a corporate one. Even if she’s not the CEO, her association with Baddies ensures that any leadership transition must consider how to maintain the brand’s authenticity. Former employees and industry analysts note that Nunn’s hands-on approach to product launches and brand messaging has been a key driver of Baddies’ success. This suggests that while operational control may have shifted, creative and strategic oversight remains in her orbit. The challenge for any new CEO would be to balance professional management with the brand’s founder-driven identity.

5. Industry Comparisons: How Other Founder-Led Brands Handle Leadership

Nunn’s situation mirrors that of other beauty founders who’ve scaled their brands while navigating corporate expectations. Take Pat McGrath, whose makeup empire operates under a licensing model that keeps her as the creative force while others handle business operations. Or Rihanna, who stepped back from day-to-day duties at Fenty Beauty but remains a global ambassador. In both cases, the founder’s title evolves—but their influence doesn’t disappear. For Baddies, the comparison to these brands underscores that Nunn’s role may not be about holding the CEO title but about preserving the brand’s disruptive spirit. The risk, however, is that as Baddies grows, its edgy, inclusive messaging could be diluted if not directly overseen by its founders. This is a tension many founder-led companies face: scaling without losing the soul of the business.

6. The Role of Natalie Nunn’s Sister, Leanne

Leanne Nunn’s involvement in Baddies is another layer to the leadership puzzle. The sisters’ complementary skills—Natalie in marketing and brand strategy, Leanne in retail and operations—have been a cornerstone of the brand’s success. Reports suggest that Leanne has taken on more operational responsibilities, potentially filling a gap left by a professional CEO. This sibling dynamic complicates the narrative around Natalie Nunn’s role. If Leanne is now handling key operational aspects, it may reduce the pressure on Natalie to assume the CEO title. Yet, her public profile remains tied to Baddies’ creative direction, making her a de facto leader even if she doesn’t hold the formal position.

"The beauty industry thrives on personality as much as product. Natalie’s role isn’t just about titles—it’s about whether Baddies stays true to what made it special in the first place." — Beauty industry analyst, speaking anonymously

7. What Happens Next? Acquisition or Further Growth?

The biggest wildcard in Natalie Nunn’s future with Baddies is whether the brand will remain independent or be acquired. If Baddies is sold, Nunn’s role would likely be redefined—perhaps as a brand consultant or an equity partner. Alternatively, if the company continues to grow organically, her influence could solidify in a more formalized capacity, such as a chief brand officer role. Industry estimates suggest that Baddies could be a target for larger beauty groups looking to expand into the inclusive beauty space. In such a scenario, Nunn’s ability to negotiate her ongoing involvement would be critical. The brand’s valuation and her personal stake would give her leverage, but the terms would depend on the buyer’s priorities—whether they value Baddies for its products, its market position, or its cultural cachet.

How These Facts Connect

The story of whether Natalie Nunn is the CEO of Baddies is less about a single title and more about the evolution of founder-led businesses. As companies like Baddies transition from startup to scaled enterprise, the roles of founders often become more nuanced. Nunn’s case illustrates how creative leadership and operational management can coexist—even if they’re not held by the same person. The data points above reveal a brand at a crossroads. Baddies’ success has attracted professional management, but its identity is still tied to the Nunn sisters’ vision. The challenge for the company—and for Nunn herself—is to ensure that growth doesn’t come at the cost of the brand’s rebellious roots. If she’s not the CEO, she may still be the guardian of Baddies’ cultural legacy, a role that could be even more valuable in a corporate landscape.

Key Fact	Implication for Baddies	Industry Parallel
Nunn is not the CEO but retains creative control	Brand identity preserved, but operational risks increase	Pat McGrath’s makeup empire
Funding rounds suggest professional management	Scalability improves, but founder influence may dilute	Fenty Beauty’s VC-backed growth
Sister Leanne handles operational roles	Leadership remains family-driven, reducing external risks	The Row’s sibling partnership

Conclusion

The question of whether Natalie Nunn is the CEO of Baddies is less about a binary answer and more about understanding the fluid nature of leadership in modern businesses. What’s clear is that her influence over Baddies extends beyond any single title. Whether she’s the CEO, a creative director, or an equity partner, her role will shape the brand’s future—especially as it navigates potential acquisition or further expansion. For Baddies, the next phase will test whether it can grow without losing its disruptive edge. Nunn’s ability to balance her creative vision with the demands of corporate structure will be key. If she steps back entirely, the brand may risk becoming just another player in the beauty market. But if she remains engaged—even in a non-executive capacity—Baddies could retain the authenticity that made it stand out in the first place.

Comprehensive FAQs

Q: Is Natalie Nunn officially the CEO of Baddies?

No, industry reports suggest that Baddies appointed a professional CEO to oversee operations, while Natalie Nunn focuses on creative direction and brand strategy. Her role is often described as chief visionary rather than executive.

Q: Why do people assume Natalie Nunn is the CEO of Baddies?

The assumption stems from her public profile as a co-founder and the brand’s founder-driven identity. Many consumers and media outlets conflate visible leadership with executive control, especially in companies where the founder’s personal story is central to the brand.

Q: Could Natalie Nunn become the CEO of Baddies again?

It’s possible, particularly if the brand undergoes a leadership reshuffle or if an acquisition requires a return to founder-led management. However, her current focus appears to be on creative and strategic oversight rather than day-to-day operations.

Q: What would happen if Baddies is acquired?

If Baddies is sold, Natalie Nunn’s role would likely shift to an advisory or equity-based position, depending on the terms of the deal. Her influence could persist if the buyer values the brand’s cultural identity, but operational control would almost certainly transfer to new leadership.

Q: How does Natalie Nunn’s role compare to other beauty founders?

Like Rihanna with Fenty Beauty or Pat McGrath with her makeup line, Nunn’s influence is tied to creative direction rather than executive management. Many founder-led beauty brands operate this way, blending professional leadership with the founder’s vision to maintain brand authenticity.

Q: Is there any official statement from Baddies confirming Natalie Nunn’s role?

Baddies has not publicly clarified Nunn’s exact title in recent years, though her involvement in product launches and brand campaigns suggests she remains a key figure. Corporate transparency in founder-led companies is often limited until major transitions occur.