Patricia Lemattre Stoeckel brings over 20 years of experience in leadership, innovation, and business transformation. Her leadership philosophy today is a natural extension of this upbringing – one that champions collective intelligence, nurtures ownership among team members, and puts people at the heart of progress. In this conversation,
Perfect Hair CEO Patricia Lemattre Stoeckel speaks candidly about the lessons that shaped her, the kind of manager she refuses to be, and why empathy, inclusivity and empowerment are the real cornerstones of meaningful growth.
Ladies Drive: Looking back at your career, what was the boldest thing you’ve ever done?
Patricia Lemattre Stoeckel: I am a bold woman who always led with vision and conviction, unafraid to challenge the status quo and empower others to rise with me. I have spontaneously 2 examples in mind. The first big moment came when I was just 30. I was working in a consulting firm, and a client asked me to lead a highly confidential project in France. It involved dismantling an entire organisation and IT due to a legal conflict between two companies – a mission so sensitive that not even my manager or my husband knew what I was doing. We had a fixed D-Day – absolutely no flexibility – and we worked around the clock to meet it. There was no time to analyse every option; we had to act fast, try, fail, and try again. I had 100 people under my responsibility, and the success of the project determined whether the company would survive. It was an immense responsibility at a young age, and looking back, it was incredibly brave of the client to entrust this to a young woman at that time. Despite the pressure – and planning my wedding at the same time – we delivered everything on time. It was a wild ride, and an unforgettable one. An excellent team effort that confirmed the power of the collective!
And the second boldest move?
That would be in 2019, when I decided to move our entire family to Switzerland. We had been living in Paris for over 20 years. Everything was settled – jobs, friends, our home, our routines. When my boss at the time offered me the chance to lead the Swiss market, I initially thought, “Why not?”. But of course, moving isn’t just geography. It’s a total life reset: new schools, new job for my husband, new culture, new social life. And though Switzerland is close to France, in terms of mindset and lifestyle, it’s quite different. We went back and forth on the decision. One day yes, the next day no. Then came the final conversation with my boss: “What’s your decision?” I said, “Let’s go.” And that was it. Not everyone understood – especially the older generation. They asked, “Why leave when you already have everything?”. I was 45, with a great life in Paris. But deep down, I’m someone who thrives on movement and challenge. I’m passionate, and I need a sense of momentum in my life and work. That spirit – of transformation and building something new – is what I bring to the companies I work with today. It’s all rooted in my entrepreneurial upbringing.
When did you join Perfect Hair, and why?
I joined Perfect Hair in June 2024 – so it’s been a little over a year now. It was a significant and well-considered decision. Making a career move at 51 isn’t something you take lightly. I decided not only to change companies, but also to move to Zurich and step into a German-speaking environment – which, professionally, was new for me. While I speak English quite well, working in German was a real stretch outside my comfort zone. But I’ve always believed that nothing in life is fixed – and sometimes, to grow, you need to disrupt your own routine. You have to consciously choose movement over comfort, and that’s exactly what I did. Before that, I had spent nearly nine years at the European e-commerce platform Veepee as a group executive, leading first the innovation and transformation for the group and then serving as CEO for Switzerland, which was a rich and formative experience. I had the chance to work on a wide variety of projects, meet incredibly inspiring people – from team members to senior leadership – and be part of both major successes and moments of failure, which are just as important for growth. But after nearly a decade, I felt that it was time for a new chapter, one where I could bring fresh energy and apply all the experience I had gathered. E-commerce was still the space I was most passionate about, so I knew I wanted to stay in that world – just in a new, more agile context.
And why the beauty industry?
Because beauty is a sector full of transformation – it’s dynamic, fast-paced, and highly creative. The beauty industry is constantly evolving, driven by innovation, trends, and consumer behaviour – offering endless opportunities to be creative and forward-thinking. Trends emerge almost daily, consumer behaviour evolves constantly, and innovation happens at every level: from product development to branding, packaging, distribution, and digital engagement. It’s also a space where social media plays a central role, and where you can speak directly to the new generation with authenticity and relevance. It’s a globally influential industry that shapes culture, fashion, and social trends – being part of that impact is incredibly motivating. To me, the beauty industry is a fascinating blend of heritage and reinvention. You can stay rooted in tradition while creating something bold and future-oriented – and that really resonates with how I like to work. That’s also why our motto “beauty without limits” speaks to me. It reflects a mindset of openness, exploration and pushing boundaries while still staying close to what matters. So when the opportunity with Perfect Hair came along, it felt like the right fit. It brought together all the things I care about: e-commerce, beauty, and entrepreneurship. The company is still very young – only 18 years old – and has this amazing mix of energy, potential, and ambition. I was also deeply interested in the hybrid model, combining online and offline retail. I truly believe that in Switzerland especially, physical stores still play a key role in customer engagement and trust.
How many offline retail stores do you have?
We currently have five – all very locally rooted. Two are located in the heart of Zurich, one is in Wallisellen where our headquarters are based, and two are in Winterthur. These aren’t just product shops – they’re full-service beauty salons. We offer professional hairdressing and styling services, but we also feature curated retail corners where clients can browse and purchase select hair and beauty products. The assortment isn’t as extensive as on our online shop, but we stock many of the most popular items – and, importantly, we connect the physical and digital experiences through services like click & collect. If a customer orders online before 11 a.m., they can pick up their products in-store the same day. This kind of seamless integration between online convenience and local presence is essential, especially in a country like Switzerland, where consumers value quality, trust and personal service. It’s part of what makes our offering unique – and it’s a model I’m very excited to help grow.
What do you think about the competition from players like Brack or Galaxus, the so-called Swiss Amazons? Isn’t that a huge challenge for you?
Yes, competition is definitely strong and everywhere. In beauty, we face many players – local Swiss ones, international brands like Sephora recently entering the market, and big online platforms such as Flaconi and Temu. Platforms like Temu worry me the most, not just as a business challenge but because of ethics and transparency. We don’t know the origin or safety of their products, nor how they handle data or their environmental impact. The low prices often hide these costs. Competition is positive in many ways – it pushes us to innovate and stay relevant. But it also means knowing who we are and what sets us apart. Perfect Hair isn’t just a beauty online shop; we combine a smart digital platform with human expertise from our salons. This personal advice is unique compared to mass online sellers.
Price pressure is real, especially in today’s uncertain economy. Consumer confidence in Switzerland has dropped significantly this year, influencing buying habits. Some competitors source from the grey market or outside Switzerland, but we mainly buy locally, supporting the Swiss economy despite higher costs. Balancing competitiveness, margins, growth, and local jobs is challenging but essential. We don’t want to blindly follow competitors. Staying true to our Swiss roots is key – our warehouse and customer care are local, and support is available in Swiss German. This closeness and cultural connection are huge strengths I want to continue developing.
But what is your strategy? Where will Perfect Hair be in 3 or 5 years?
Our vision is clear: we are THE destination for a premium and personalised beauty experience, ensuring that everyone feels good in their own skin. We are the preferred partner for brands and customers, whom we approach with commitment and expertise to gain deep trust. And we go the extra mile to provide an outstanding beauty journey for everyone. We don’t aim to be the cheapest or just another platform to buy products. Perfect Hair offers classic and trendy brands that help customers feel beautiful inside and out. We focus on well-being and inspiring customers, creating a “wow” shopping experience that ensures they choose the right products. We prioritise transparency – about product origins, ingredients, and real benefits. As beauty merges with health, customers want to know how products improve wellness, like better sleep or feeling good. Influencers help share authentic benefits, building trust through real experiences. E-commerce evolves rapidly, with competitors coming and going. This disruption is both challenging and exciting. Our mantra is agility and velocity: being fast and flexible to keep pace. This includes agile methods – short sprints, quick testing, rapid prioritisation – but also a culture.
Our culture fosters agility by encouraging constant rethinking, listening, collaboration, and empathy with customers. The best solutions arise from teamwork. Employee well-being is vital, as a happy team drives success. Peter Drucker’s quote resonates: “Culture eats strategy for breakfast.” Without a strong culture embodying values internally and in customer relations, no business can lead. This culture shapes how I manage and grow Perfect Hair now and in the future.
What’s the key ingredient, the secret sauce that makes your company agile and flexible – now and in the future? What have you done to make that happen?
First, I’d say it’s not easy, because culture is about values and behaviours – it’s not a simple switch you can turn on or off. You can formalise your values, but you have to live them every day, lead by example, and show what’s right and what’s not. Nobody is perfect, so humility is crucial. In terms of success factors, I believe humility and a data-driven mindset are key. You can have many ideas and strong convictions, but without measurable results, they don’t count. We always need to link decisions and actions to clear KPIs, Key Performance Indicators.
What else is crucial?
Trust and responsibility. I don’t want to be the person simply telling everyone what to do. That might work short-term, but soon you risk creating robotic employees who don’t understand why they work or lose motivation. The best performance and happiness come when people feel ownership – when they are empowered to act like entrepreneurs. So, my management style focuses on building a team made up of many “mini entrepreneurs.” I trust them, delegate responsibility, and encourage an entrepreneurial mindset. This creates agility, flexibility, and engagement – the true secret to sustainable success.
How do you keep your company fast-paced? Do you use AI, or is it something else in your culture or organisation that makes you so agile?
That’s a great but complex question. When I joined Veepee ten years ago, we had about 1,800 employees, mostly French. Within 18 to 24 months, after several acquisitions, we multiplied to nearly 5,000 people, with a turnover in the billions. Our biggest fear was losing velocity – becoming an elephant too slow to move. As head of transformation and strategy, my mission was to prove that even a giant can stay agile and fast. The key was keeping people motivated, engaged, and equipped with the right tools.
First of all, the team has to believe in the company. Without belief, they won’t run that extra mile. Managers must ensure people don’t burn out, so flexibility and a safe environment where they can enjoy work are vital. Benefits help, too. Culture is everything. When you empower people to decide within a clear strategic framework, and hire the right profiles, work becomes exciting. Motivated teams drive innovation, stay ahead of the market and competitors, and create disruptive customer experiences. People are at the core – when the company succeeds, it’s thanks to them. That sense of ownership and recognition fuels speed and agility. And that’s exactly what I’m implementing at PerfectHair: working with passionate and committed teams, trusting and empowering them, testing and learning, and moving fast in development. When it comes to AI, absolutely – we’re actively using and testing it across numerous processes, aiming both to enhance the customer experience and to improve operational efficiency.
How do you ensure the company stays fast and agile? You mentioned tools to help run fast. What are those tools?
For example, I implement the OKR methodology (Objectives and Key Results), inspired by major tech companies like Google, Amazon and the like. This approach involves setting very short-term objectives and key results, all aligned with the company’s overall strategy. What’s unique is that teams themselves define their own objectives rather than having them imposed from above. So, I might ask someone, “What’s your goal for the next quarter – in terms of turnover or customer numbers?”. Instead of dictating targets, the teams choose goals they feel confident about and that truly add value to the company. This method creates a strong sense of ownership and engagement. We review and update these objectives every quarter, so nothing remains fixed for too long. This regular cycle forces teams to stay focused, deliver results quickly, and adjust their priorities when needed. It’s a powerful way to maintain momentum and ensure fast, impactful outcomes for the business.
As we wrap up, can you share your top three tips for building a fast-paced, solution-oriented company culture?
Certainly. First and foremost: agility and velocity. This is absolutely essential. The pace of change today is unprecedented – look at the COVID crisis as a prime example. No one could have predicted the need to completely reorganise and adapt companies practically overnight. With such high uncertainty, nothing is guaranteed anymore. That means companies must be extremely agile and able to pivot quickly in order to survive and thrive in this environment.
Second: cultivate an entrepreneurial mindset throughout the organisation. A truly decentralised structure where managers act primarily as coaches and motivators, while the real initiative and decision-making comes from teams on the ground. This approach builds deep trust and a strong sense of responsibility, which are critical for sustained success.
And third: innovation. This is the defining factor that separates leaders from followers. Every company wants to be a leader in its market, and to achieve that, constant creativity, disruption, and innovation are indispensable. Without a focus on innovation, companies risk falling behind in today’s fast-moving and competitive world. The companies that put customers first and innovate fast are the ones that define the future.
What’s the most disruptive move you’ve made at Perfect Hair so far, and what’s next?
Disruptive is a strong word, but I’d say that I have introduced two biggest changes at PerfectHair. Perfect Hair is primarily an online distributor of major beauty brands, so while the product range might not be disruptive by itself, I introduced a significant shift in how we work with our brand partners. Instead of a simple supplier-customer relationship, we now foster true partnerships with shared goals. This collaborative approach may not be revolutionary industry-wide, but it was a fundamental change here that deepened our cooperation and alignment with brands.
Secondly, I rethink our entire approach to digital and customer experience. We shifted from a traditional e-commerce model to a more agile, data-driven, and customer-centric strategy – empowering teams, accelerating experimentation, and integrating AI into key processes. It wasn’t just a change in tools; it was a cultural shift that allowed us to move faster, serve better, and scale smarter. I made data-driven decision-making a priority from the start. Without data, you cannot measure success, customer satisfaction, or areas for improvement – especially in digital business. This shift to being fully data-driven transformed our ability to innovate, react, and grow effectively. Looking ahead, continuing to embed innovation, deepen partnerships, and leverage data will be key to staying ahead in this fast-moving industry.
About PerfectHair.ch AG
PerfectHair.ch AG is one of Switzerland’s leading online retailers for beauty and haircare. With a wide selection of over 45,000 items from top international and professional brands, PerfectHair.ch AG serves hundreds of thousands of customers across the country. Its mission is to combine expertise, innovation, and customer-centric service to make beauty accessible and inspiring for everyone. PerfectHair.ch AG also operates 5 beauty salons.
