Cullin Takes Helm at Bare Escentuals US

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Bare Escentuals and Shiseido are revamping their organizations for future growth.

Shiseido has appointed Kathy Cullin as general manager of Bare Escentuals US, responsible for the commercial business and customer experience of the bareMinerals and Buxom Beauty brands in the United States. Bare Escentuals recently announced a headquarters relocation, amidst a larger structural revamp at Shiseido.

Cullin will also oversee multi-channel direct-to-consumer strategies, including bareMinerals retail boutiques and bare + beauty outlets across the country, as well as manage key relationships with department stores and wholesale vendors.

Cullin will also work with Bare Escentuals’ senior leadership to drive long-term sales, marketing and education strategies, as well as encourage collaboration among Bare Escentuals’ sales, marketing, operations and finance teams. 

Cullin previously held roles with philosophy, Coty, L'Oréal’s Matrix division, Clarins USA, Symrise, Puig Beauty USA and Calvin Klein Cosmetics/Unilever.

“Kathy’s outstanding reputation within the beauty industry is backed by a record of proven leadership,” said Marc Rey, president and CEO of Shiseido Americas. “She is a practiced sales executive and manager. Her keen insight, strategic approach and extensive professional history will help bring the Bare Escentuals business to greater heights of success. I am grateful to have her on board as we write the next chapter for this unique and compelling business.”