Freeman Beauty has a new CEO — Bill George. Prior, George was at Markwins Beauty Brands, and has more than 25 years experience in the beauty industry.

George will continue to expand the company’s high growth in the mask category, “leveraging his background in global cosmetics and personal care to continue to drive innovation and success,” Freeman states.

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

In his new role, George will work closely with Yellow Wood Partners, helping fuel their growth plans for Freeman Beauty brands, while leveraging their insights to further expand the business.

Dana Schmaltz, Partner at Yellow Wood says, “We have known Bill for a number of years and watched him build many successful brands..We look forward to building another successful consumer platform business around Bill.”

Concurrently, Jon Achenbaum, announced his retirement from Freeman Beauty. Achenbaum, who joined the company in 2015, led Freeman Beauty through a period of significant growth and oversaw the sale of the business to Yellow Wood partners in August 2017.