As the CEO of Rob Peetoom salons, Rochelle Peetoom oversees business development, creative direction, career development and education across the Netherlands, Indonesia, and the United States. In her 8+ years of leadership roles at Rob Peetoom, Rochelle has seen the company grow to 10 salons in the Netherlands, 3 hair spas in Bali, and a flagship location in New York, employing over 400 people. The brand offers unrivaled career opportunities for its artists, with advanced academies in each region and a nonprofit hair school in Indonesia. Known for delivering high-end beauty experiences, the brand is now eyeing expansion into new markets like Milan.

Rochelle’s academic background includes economics at the European University of Barcelona, design management at Parsons, a finance semester at Harvard, and studies at Condé Nast College of Fashion & Design. She has also founded businesses in jewelry, food delivery, and marketing. Her prior experience at British Vogue and L’Oréal brings a wealth of expertise to her role, as she continues to drive the global success of Rob Peetoom.