Buff City Soap, a plant-based home and personal care franchise, announced the promotion of Enrique Ramirez to Chief Executive Officer, effective June 1, 2025. He will succeed Dorvin Lively, who is retiring as CEO but will continue to serve as Executive Chairman of the Board through the end of the year.
Ramirez joined Buff City Soap in March 2022 and has been instrumental in leading the continued growth of the brand through his role as President & CFO while serving alongside Mr. Lively and the Board of Directors. Ramirez too brings extensive multi-unit franchise experience leading various disciplines for 12+ years at Yum! Brands’ Pizza Hut, including Global Chief Financial Officer, Chief Growth Officer and most recently General Manager for Latin America & 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,” said Ramirez. “Buff City Soap is a truly special and differentiated brand that uniquely blends customization with plant-based ingredients and incredible scents in handmade products.”
Buff City Soap has experienced rapid growth as consumers are drawn to its differentiated, high-quality offering of plant-based soaps, laundry, bath and body products, which are handmade daily in each store’s Soap Makery. The Company and its franchisees now operate 240 stores in 30 states with a rapidly growing eCommerce business fulfilled by local makeries nearest guests’ homes across the country. This both reduces shipping costs for guests and ensures freshly handmade personal and home care products are made as close to locally as possible.
“It’s been a privilege to lead Buff City Soap for the last 2.5 years and I’m excited to focus on my role as Executive Chairman and my five franchise makeries. I’m thrilled for Enrique and look forward to our continued partnership on the future of Buff,” said Lively about his future plans with the company.
