BEAUTY CARE

Freeman Beauty names new CEO

BY Gisselle Gaitan

Freeman Beauty announced the appointment of Bill George as the company’s new chief executive officer.

Following the success of the Los Angeles-based company’s first National Face Mask Month in April, George will join following his previous post at Markwins Beauty Brands. He will be replacing Jon Achenbaum, who announced his retirement from the company after joining in 2015.

George will focus on continuing to expand the company’s growth in the mask category, leveraging his background in global cosmetics and personal care to drive innovation. Freeman Beauty said.

“I am honored and privileged to join Freeman Beauty,” Bill George said. “I have admired the company’s position in the market for quite some time and love where the brand stands today. I look to build on the company’s rich heritage and continue to find the best partners to succeed in these high growth segments.”

George holds over 25 years of experience in the beauty category, which includes managing large portfolios of the top ten mass-market brands, driving organic growth across six continents, leading corporate acquisitions, and integrations, the company said.

In this new role, George will work closely with Yellow Wood Partners, helping fuel their growth plans for Freeman Beauty and leveraging insights to further expands the business.

“The Yellow Wood team is excited to have the opportunity to work with Bill George as the new CEO of Freeman Beauty. We have known Bill for a number of years and watched him build many successful brands,” Dana Schmaltz, Partner at Yellow Wood, said. “Adding Bill’s skillset to the great franchise we have at Freeman as the #1 Face Mask brand in the US will continue to accelerate our growth in this category, as well as other categories that we may enter through acquisitions and line extensions. We look forward to building another successful consumer platform business around Bill.”

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