Freeman Beauty Appoints CEO


Freeman Beauty has appointed Bill George as its new CEO, the company announced.

George, who brings more than 25 years of experience in the beauty industry to the role, most recently served as president and COO at Markwins Beauty Brands. In his new position, he will be tasked with supporting Freeman Beauty’s full portfolio, including the continued expansion of its high growth in the mask category. He will also work closely with Yellow Wood Partners, assisting in fueling their growth plans for Freeman Beauty brands.

Related: Yellow Wood Partners Acquires Freeman Beauty

“I am honored and privileged to join Freeman Beauty,” said George. “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.”

Added Dana Schmaltz, partner at Yellow Wood, “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. 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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