On May 30, 2025, plant-based home and personal care brand Buff City Soap announced the promotion of Enrique Ramirez to chief executive officer, effective June 1. He succeeds Doreen Lively, who is retiring from his role but will remain executive chairman of the board through t he remainder of the year.
Buff City Soap produces handmade personal care and laundry products with plant-based ingredients. The brand’s offerings include candles, laundry detergent, hand soap and body lotion. The company uses a franchise model and operates 240 stores in 30 states in addition to its online business.
Ramirez joined Buff City Soap in March 2022 and has helped the brand’s continued growth in his role as president and chief financial officer. He previously worked at Yum! Brands’ Pizza Hut as the global chief financial officer, chief growth officer and general manager for Latin America and Iberia.
“I’m honored to take on the role of CEO and continue partnering with our incredible franchisees, our support center staff and our board of directors,” Ramirez said. “Buff City Soap is a truly special and differentiated brand that uniquely blends customization with plant-based ingredients and incredible scents in handmade products.”
