Shiseido Americas Corporation, a subsidiary of Tokyo-based, global cosmetics company Shiseido Co., Ltd. has announced that Kathy Cullin, “a sales, marketing and product development veteran in the cosmetics industry,” has been appointed to the newly created position of general manager, Bare Escentuals US. Cullin previously served as senior vice president, Prestige – Fragrances and philosophy, for Coty’s Americas business. She reports to Marc Rey, president and CEO of Shiseido Americas.
 
In her new position, and as a member of Bare Escentuals’ senior leadership team, Cullin will be responsible for the commercial business and customer experience of the bareMinerals and Buxom Beauty brands in the U.S. She 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.
 
Internally, she will 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. She will also play a key role in Shiseido Americas’ efforts to foster closer partnerships among the regional brand teams within its corporate structure.
 
Prior to joining Coty, Cullin served for six years at L’Oréal’s Matrix division, most recently as senior vice president of strategic initiatives, and led sales and marketing initiatives at Clarins USA, Symrise, Puig Beauty USA and Calvin Klein Cosmetics/Unilever. She has also served on the boards of Cosmetic Executive Women and The Fragrance Foundation.