INNOVÉ Beauty & Wellness Establishes UK Operation, Appoints Joanna Botwood as Managing Director

INNOVÉ Beauty & Wellness has established its own UK operation, bringing distribution, customer relationships and commercial support in-house and positioning the UK as the base for its future growth across the EU, Business Wire Blog reported on October 19, 2026. The US-based company behind VersaSpa, Norvell and WellFit appointed Joanna Botwood as Managing Director, UK.

INNOVÉ Moves From Distributor-Led to Direct UK Model

INNOVÉ Beauty & Wellness designs and manufactures automated spray tanning booths, professional handheld equipment and full-body skincare solutions for salons, fitness centers, spas and beauty professionals, according to akta.pro company records. The transition from a distributor-led model to direct operations gives the company greater control over how it serves customers, supported by UK-based stock, fulfilment, local leadership, marketing and technical support.

Botwood brings more than 25 years of commercial leadership experience across SC Johnson, Bacardi Limited and SABMiller, spanning European, US and global markets. In 2025, she was named one of Marketing Week's Top 100 Most Effective Marketers.

"Moving to a direct model is about being closer to our customers and better equipped to grow with them," Botwood said. "We now have the local team, stock and infrastructure to deliver more responsive service, stronger technical support and a more direct commercial relationship."

Randy Zeno, CEO of INNOVÉ Beauty & Wellness, said the UK is a strategically important market and the right base from which to support the company's EU business and wider European growth. Manufacturing will continue at the company's headquarters in Macedonia, Ohio, while the UK operation leads local commercial activities and provides a platform for the continued development of its European business.

The UK operation is live, and customers can contact INNOVÉ directly for product enquiries, orders, technical support and commercial opportunities. INNOVÉ's portfolio spans professional spray tanning systems, sunless tanning products and beauty and wellness technology, serving salons, spas, tanning businesses, fitness facilities and wider wellness operators.

INNOVÉ's Scale Across Salons and Professionals

According to akta.pro company records, INNOVÉ Beauty & Wellness was founded in 2000 and is headquartered in Macedonia, Ohio, with an estimated revenue of $100 million to $250 million and a valuation estimate of $250 million to $500 million. The same records show more than 7,000 salons and professionals worldwide using its products, more than 18,000,000 Innové brand spray tans per year across its global network, and $500 million in worldwide retail purchases annually. The company rebranded from Sunless, Inc. to INNOVÉ Beauty & Wellness in 2025, unifying Mystic, Norvell, VersaSpa and WellFit under a beauty-science-and-technology positioning.

What Follows the UK Launch

The UK operation is live as of October 19, 2026, with customers able to contact INNOVÉ directly for product enquiries, orders, technical support and commercial opportunities. The company said the UK operation will lead local commercial activities and provide a platform for the continued development of its European business.