Exclusive: Katie Hughes-Dawkins appointed General Manager of VIVACY UK & Ireland
Laboratoires VIVACY has announced the promotion of Katie Hughes-Dawkins to General Manager, UK & Ireland, as the company enters its next phase of growth across the market.
With 26 years of experience within the medical aesthetics industry, Hughes-Dawkins brings a combination of clinical, commercial and leadership experience to the role. Her career has spanned clinical practice, clinic ownership, business development and senior sales leadership, giving her an extensive understanding of both the practitioner landscape and the commercial realities of running an aesthetics business.
Hughes-Dawkins joined VIVACY UK & Ireland as National Sales Director in March 2026 and has since played a central role in shaping the company’s commercial strategy, strengthening its team and developing the positioning of its growing portfolio across both traditional and regenerative aesthetics.
In her new role as General Manager, she will take responsibility for the overall UK & Ireland business, leading its commercial, marketing, education and operational strategy as VIVACY continues to expand its presence in the market.
The appointment comes as VIVACY continues to develop its portfolio across STYLAGE, REJURAN, NOVUMA and HYDROMAX, alongside increased investment in education, team development and customer partnerships.
Speaking about her appointment, Hughes-Dawkins said:
“I’m incredibly proud to take on the role of General Manager for VIVACY UK & Ireland. Having spent my entire career within medical aesthetics, I feel enormously passionate about this industry, the practitioners within it and where it is heading.
“VIVACY has an exceptional opportunity in the UK and Ireland. We have strong science, outstanding products and a portfolio that allows us to support practitioners across both regenerative and structural aesthetics. My focus now is on building a business that reflects the quality of that portfolio.
“For me, growth isn’t simply about selling more product. It’s about building long-term partnerships with our customers, investing in meaningful education, developing an exceptional faculty and team and creating a brand that practitioners genuinely aspire to work with.
“We have ambitious plans for VIVACY UK & Ireland, and I’m hugely excited about what we can achieve over the coming years.”
Hughes-Dawkins has also been recognised for her contribution to the aesthetics sector, winning Best Aesthetic Industry Representative at the 2025 Safety in Beauty Awards and receiving recognition from Women in Aesthetics in 2026.
Her promotion forms part of VIVACY’s wider commitment to strengthening its UK & Ireland operation and accelerating the growth of its portfolio within one of the company’s key international markets.
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