Murad Skincare Honcho -- First the Company Goes ... Now My Husband

Murad -- the skincare company to tons of celebs -- is going through some big changes ... not the least of which being its president filing for divorce after 10 years of marriage.

Hilarie Murad -- daughter of famed dermatologist, Dr. Howard Murad -- filed the docs Tuesday in L.A. ... citing irreconcilable differences with Gerard Murphy.

Murphy and Murad have 2 children, ages 9 and 7. She's requesting legal and physical custody. The divorce comes just 2 months after Murad was sucked up by another skincare giant, Unilever, for an undisclosed amount.

Hilarie took over the company her dad founded 25 years ago. Kerry Washington, Kristin Chenoweth, Renee Zellweger and Julie Benz are among the actresses who've promoted the brand.