Freeman Beauty announces veteran beauty exec as new CEO

Freeman Beauty has announced that Bill George has been appointed as the company's new chief executive officer, a position which will see him lead all brands including upcoming acquisitions.


Bill George, CEO - Freeman Beauty

George comes to Freeman from his recent role as CEO at Markwins Beauty Brands, where he worked for ten years. He brings 25 years of global beauty industry experience to his new role in categories including color cosmetics. His particular areas of expertise include innovation, supply chain efficiency and consumer engagement.

Dana Schmaltz, Partner at Yellow Wood, Freeman's parent company, said in a statement, "We have known Bill for a number of years and watched him build many successful brands."

Schmaltz added that George will lead the company's growth in the US, "as well as other categories that we may enter through acquisitions and line extensions."

Freeman has been in the beauty market for 40 years and was acquired by Yellow Wood in 2017. Its product line currently consists of face masks, dry shampoo, specialty bath & body, and foot care products for men and women.

George replaces Jon Achenbaum who led the company through its sale to Yellow Wood last year.

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