Drybar products

Drybar products

Irvine-based Drybar Holdings LLC tapped former Taco Bell executive Liz Williams for the top spot at the blowout and styling services chain.

Williams’ CEO appointment, announced Tuesday, is effective immediately.

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She succeeds John Heffner, who joined Helen of Troy Ltd. (Nasdaq: HELE) to oversee the Drybar-branded product line after it was acquired earlier this year. El Paso, Texas-based Helen of Troy paid $255 million for the business, adding it to a portfolio of brands that includes Revlon Hair Tools, Pert and Bed Head.

Williams joins Drybar after serving as president of Taco Bell International, where she led expansion efforts into Thailand, Spain, Brazil, Australia and New Zealand.

She is Drybar’s first female CEO.

Founder Alli Webb said Williams will “help usher in a new era for the brand” as the business looks to grow globally.