Vow 1A

Céline Fraiture

Founder

After 24 years in multinational corporations, including 16 years in retail, Céline Fraiture walked away from executive success to build something aligned with her values.
A business engineer and CEMS master from UCLouvain with further education in digital marketig and sustainability, Céline has consistently delivered at the intersection of strategy and execution. She managed 15 petrol stations in London, then became responsible for 125 shops across Benelux, achieving three consecutive years of growth in a stagnant market.
In 2021, after two decades in petroleum, she faced a defining moment. The misalignment between professional success and personal convictions around climate and sustainability became impossible to ignore. Rather than compromise, she chose courage.
This led her to embrace the triple bottom line philosophy and launch VOW in 2024. Her mission: make sustainable care the norm by embedding clean, conscious products in physical retail, thereby enabling the growth of virtuous brands.
Céline's leadership extends beyond business metrics. From launching a pop-rock choir to mobilizing STEM education initiatives, she transforms vision into action and rallies people around shared purpose.

Céline has been actively working on the creation of team with 2 co-founders. A tech co-founder to lead digital developments, and a second in-command with a generalist profile like hers. Discussions have been ongoing with a number of candidates.

With Céline at the helm, VOW is more than a startup—it's a conviction-driven mission, grounded in operational excellence and built for lasting impact.