05.12.23
Tru Fragrance & Beauty has appointed Eric Bilenko CEO.
He succeeds Monte Henige, who will step into the role of executive chairman.
“This is an exciting time for Tru and a natural progression in our on-going success,” said Monte Henige, majority owner and executive chairman. “Eric has been pivotal in advancing our evolution, both inspiring and facilitating our talent in the innovation, creation and commercialization that drives our winning partnerships and brands. As Executive Chairman, I look forward to supporting his efforts in my focus on high-level strategy and talent identification.”
Bilenko’s career includes 15 years as principal, president and chief operating officer at Tru. Previously, he served as an investment banker at Bank of America, Baird and BMO Capital Markets with a primary focus in Mergers & Acquisitions.
"Tru Fragrance & Beauty has undergone a transformation over the past several years that has combined our world-class creative, product and branding talent, customer-centric approach, and operational excellence to position the organization for continued enviable growth,” said Bilenko. “Our business has never had broader or deeper reach, and we truly believe that we can bring category-changing proprietary and partner brands to consumers in any channel or geography. Our success is a reflection of our associates, and our focus on talent will continue to differentiate how we uniquely shape the consumer experiences of the future. I am truly proud to be part of this team as we strive to be the best place for people to develop dynamic careers.”
Tru Fragrance & Beauty, founded in 1969 and acquired by Henige in 2004, continues to see tremendous growth within the fragrance and beauty space and their distinctive approach has supported brands and retailers to reach their maximum potential for over 50 years.
The company’s recent growth has been driven by expansion into owned-brand creation and partnerships, including Gen-Z favorite Le Monde Gourmand and fragrance-as-wellness brand Lake & Skye. Tru has also capitalized on its Western lifestyle heritage and deep brick and mortar network with licensed products including Yellowstone men’s and women’s fragrances. Tru continues to maintain a premier position as a multidisciplinary innovation engine and supplier, with a roster of A-list celebrity and retail partners including American Eagle, Target, TJ Maxx, and UO, and expanded distribution including Amazon, Douyin, Walmart and Ulta.