Committing to collaborating and letting other professionals grow in their own roles has allowed Lezlee Westine to shape the trajectory of the Personal Care Products Council (PCPC) during her tenure as president and CEO. As she prepared to leave that role, she reflected on 14 years of goals met and alliances made with her fundamental leadership beliefs as a basis. 

“I have tried to live by five key principles,” she told CEO Update. “Foster collaboration and avoid silos at all costs. Give your team the flexibility to get the job done; there’s more than one way to get there. Focus on results, which, again, allows for flexibility while creating consensus on the endpoint. Hire smart people, then let them flourish and have their back when something goes wrong. And, finally, live by the Golden Rule.” 

‘From Silicon Valley to the White House’ 

Westine came to the PCPC from a role as president and CEO of national, bipartisan senior executive network TechNet. Prior to that position, she served as deputy assistant to the president and director of the White House Office of Public Liaison during President George W. Bush’s administration. She also previously led former California Gov. Pete Wilson’s Northern California office and practiced election law in that state. 

The PCPC began in 1894 and is the nation’s leading trade association for personal care and cosmetics companies, according to its website. It currently represents around 600 companies. 

Westine has worked closely with the organization's 40-member board of directors — executives from some of the industry’s “most iconic and trusted companies,” she said — as she’s made efforts to “bring together members and stakeholders to ensure that our voice was heard in the highest levels of decision-making.” 

During her time working across the industry and overseeing the PCPC’s 60-member professional team, Westine said that her leadership strategies have changed. Her style, however, has continued to rely on her core values of using collaboration and flexibility to get results. 

“Those five principles are ones that guided me for 20 years, from Silicon Valley to the White House,” she said. “Of course, the circumstances change and that requires you to adjust as a leader.” 

Accomplishments 

PCPC’s accomplishments under Westine’s leadership have run the gamut from legislative advocacy to environmental safety improvements. 

She cited the Modernization of Cosmetics Regulation Act of 2022 as a notable milestone to which the organization contributed while under her direction. The PCPC worked with a bipartisan group of congressional representatives and stakeholders for over a decade to see this legislation passed. 

“It modernizes federal regulatory oversight of cosmetics and personal care products and creates a comprehensive and uniform national framework for cosmetics regulation,” Westine said. 

Championing PCPC members’ sustainability efforts is another effort that stands out for Westine. This work relied on a holistic definition of sustainability, she said, that encompassed environmental impact, industry governance, and social and economic value of the practices the organization encouraged across the industry. 

“This far-reaching work spurred the exchange of industry best practices and fostered relationships with key stakeholders, highlighting the industry’s commitment towards more sustainable business practices.” 

The development of an environmental safety program is also significant for Westine. The PCPC’s program, she said, has grown from collaboration with industry leaders, academics and other experts, and resulted in the organization’s contributions to environmental safety science through published work in peer-reviewed journals. 

Westine mentioned the significance of the personal care industry’s and the PCPC’s steps toward diversity, equity and inclusion (DEI) during her tenure, citing a recently established award named for a trailblazing inventor of Black women’s hair care products. 

“We have worked diligently to diversify our membership and educate our team on the importance of embracing diversity,” she said. “We launched the Madam C.J. Walker Award in 2021 to recognize individuals in our industry who demonstrate an outstanding commitment to DEI, and (it) is a testament to our enduring dedication to fostering inclusivity and equality.” 

And she said she was proud of the partnerships that have grown out of the PCPC’s advocacy efforts through work addressing challenges globally and fostering cooperation to grow the industry’s voice. Today, she said, the PCPC has formed alliances with more than 40 personal care and beauty-related international trade associations. 

Next moves and final words 

​Westine said her plans ​after leaving the PCPC in December ​include collaborations within the business community, encouraging a new generation of leaders, and serving on nonprofit and corporate boards. She said she’s optimistic the organization will move forward in good hands. 

 “We have accomplished so much together, and I have full confidence that this exceptional team and their new CEO will continue to lead the way in the years ahead,” ​she​ said. Russell Reynolds Associates is assisting with the search for Westine’s successor, with an anticipated start date in January 2024. 

Over the years, Westine has realized that challenges and opportunities can differ in varying settings. Her advice for CEO​s​ working in other industries is to lean on the values that ​she’s​​     ​ found timeless and effective. “I think there are some universal tenets: lead with intentionality and advocate for responsible and innovative practices; foster an environment of trust and integrity,” she said. 

“Embrace the diversity and uniqueness within your team to cultivate an inclusive and equitable culture, and never mistake kindness for weakness. Most importantly, be yourself. CEOs should never stop learning, stretching and growing. At the end of the day, that’s what makes this job so rewarding.”