Icelandic skincare brand BIOEFFECT has appointed Amy Irving Managing Director for its UK market. Amy was most recently Commercial Director for the Shiseido Group. In her new role, Amy will ensure the continued success of the UK Bioeffect business by growing the brand's awareness and sales. She will work with the existing luxury retailers to build partnerships and identify any new areas with growth opportunities. While running the day to day business, logistics, leading the team working with Iceland HQ on NPD and marketing.