Nina Kristin Pütz, CEO of parfumdreams and Niche Beauty, drives digital growth at the intersection of technology, brand leadership, and corporate culture. Drawing on her experience across platform businesses, fintech, and the beauty industry, she demonstrates how data-driven decision-making, agile teams, and authentic leadership can create lasting business success.
Oliver Büscher, Partner at Morgan Philips Executive Search, spoke with her about how e-commerce, leadership, and the role of technology are being redefined in an ever-evolving digital world.
1) Dear Nina, in “The Women Who Make Things Happen”, you speak very openly about your own journey: from formative experiences to bold decisions in the digital economy. Looking back on your career today: which moments or turning points have shaped your approach to leading digital businesses the most?
Without a doubt, my 15 years at eBay. That was my training ground for everything related to scaling, data, and e-commerce. It was there that I learned how to build systems capable of reaching millions of people.
But the boldest step was moving to Ratepay. Suddenly, I was a CEO in the fintech world: a completely new industry for me. At Ratepay, I learned that technology and trust are inseparable. If the payment process doesn’t work, even the best shopping experience becomes worthless.
That journey, from a marketplace giant to the clarity of fintech and then to parfumdreams and Niche Beauty, taught me one essential lesson: you need to master the technology in order to have the freedom to lead brands with true passion.
2) Nina, you have experienced e-commerce from many different perspectives over the years. When you look at this dynamic market today, where technology, customer expectations, and competition evolve almost weekly: what strategic decisions are you making now to ensure that your company not only navigates this pace successfully, but is also positioned to remain among the winners three, five, or even ten years from now?
I no longer make decisions about the color of a button in the webshop; today, I make decisions about our data architecture.The online retail model as we know it is currently being transformed. We are moving toward agentic commerce. This means that, in the future, customers will send their AI agents shopping on their behalf. My most important responsibility is therefore to ensure that we are discoverable, meaning that machines can find us and recommend us.
Companies that do not have control over their data will simply cease to be relevant within the next five years. At the same time, we are making the shopping experience more intelligent. The goal is for the platform to understand the customer before they even begin their search. Technology is no longer a nice-to-have; it is the foundation of our business and our right to compete in the market.
3) As CEO of parfumdreams & Niche Beauty, you lead a business that is at once highly emotional, fast-paced, and strongly data-driven. How do you manage to maintain a clear overview within this interplay of brand storytelling, technology, and hard KPIs? What personal routines help you prioritize effectively and make fast, impactful decisions in your day-to-day work?
I’m a strong believer in clarity. At parfumdreams, that means: “Tech makes beauty accessible” our mission is to make beauty available to everyone. At Niche Beauty, it’s about that feeling of excitement when you discover a new brand. We bring the exceptional to the forefront and stand for exclusivity and luxury in the online beauty market. These guiding principles help me avoid getting lost in a jungle of KPIs.
As for my routines, the early morning and late evening are sacred to me. Those are the hours when I organize my thoughts, reflect on the day, and make time for myself.
And when nothing seems to work anymore, I head outdoors preferably onto the water. Nature teaches you humility in the face of the elements and reminds you that you need to react quickly when the wind changes direction. That lesson feels particularly relevant in today’s environment.
4) The past few years have been an extraordinary period for many leaders: a pandemic, changing consumer behaviors, new ways of working, and economic uncertainty. What has this time taught YOU personally as a leader, about decision-making, leading teams, and your own approach to uncertainty? And which of those lessons continue to guide you today in your role as CEO?
That, as a leader, you need to be genuine and approachable. In times of crisis, people immediately sense when you are not being authentic. I have learned that it is okay not to have an immediate answer to every question, as long as you provide a clear direction and sense of purpose. At brands4friends, Ratepay, and now at parfumdreams and Niche Beauty, I have seen that the best way to deal with uncertainty is through clarity and openness. Anyone who works with me knows that very well.
5) “Agility” is a term that many people use, but few truly bring to life. How do you foster a culture at parfumdreams & Niche Beauty where teams act quickly, communicate openly and courageously, and genuinely collaborate across functions? And what structures or rituals help ensure that Product, Tech, Marketing, and Operations work together as one strong, integrated system in everyday practice?
By removing hierarchy wherever it only slows things down. At our company, people from Tech, Marketing, and Operations sit at the same table and solve problems together instead of simply sending tickets back and forth.
We also work extensively with goals that teams help shape themselves, rather than having them imposed from the top down. It is important to me that we create an environment where people are allowed to fail, as long as they learn from it. “Just go for it” is not merely a slogan for us. It is part of our company culture. That mindset helps us build both speed and confidence across the team.
6) Leadership often means being visible and taking responsibility for decisions that not everyone will agree with. How do you personally deal with pressure or criticism, and which values are non-negotiable for you in those situations?
I try not to take pressure personally. When I receive feedback, I ask myself: does this help me become better? If the answer is yes, I’m grateful for it. If not, I let it go. That may sound a bit radical, but it helps prevent getting trapped in constant self-doubt and overanalysis. That said, I’m not immune to imposter syndrome from time to time.
What is absolutely non-negotiable for me are integrity and authenticity. I expect my team to tell me the truth, even when it is uncomfortable. And I strongly believe in genuine diversity, not because of quotas, but because I know that only by bringing together different perspectives can we develop the best ideas for our customers.
7) In “The Women Who Make Things Happen”, the topic of role models plays an important role. Which people inspire you today, and why?
I am inspired by women who take action and make things happen. Miriam Wohlfarth is a great example. She is a true powerhouse who has demonstrated what can be achieved in the fintech world through determination and persistence. I am also inspired by the many female founders of the independent beauty brands we curate at Niche Beauty. Their passion for their products is a constant reminder of why we do what we do in the first place: to make people feel good.
8) To close, if you look back at all the experiences, turning points, and decisions that have shaped your career: what is the one lesson you would most like to pass on to the next generation of leaders?
Have the courage to develop your own leadership style. You do not need to be loud, perfectly polished, or fit a particular mold to succeed. Hold on to your individuality and your curiosity, and be willing to reinvent yourself every few years. The world moves too fast for standing still. Have the confidence to embrace your strengths, imperfections, and unique qualities. And amidst all the numbers and metrics, do not forget to enjoy what you do. Especially in times like these, when AI seems capable of almost anything and continues to amaze us every day, it is people who ultimately make the difference.