Freeman Beauty appointed Bill George as the company's new chief executive officer. Following the success of April's first National Face Mask Month, George will join the company immediately following his previous post at Markwins Beauty Brands.
 
Supporting Freeman Beauty's full portfolio of brands, George will focus on continuing 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.

With over 25 years of experience in the beauty space, George comes to Freeman Beauty with expertise managing a large portfolio of top ten mass-market beauty brands. Known for driving organic growth across six continents as well as leading corporate acquisitions and integration, George is widely recognized to possess a firm handle on major market trends along with the ability to inject excitement in brands by delivering high-quality innovations, supply chain ingenuity and consumer engagement. 

A key to his success is strong teamwork and partnerships, earning numerous industry awards for Supplier of the Year and "Best Of" categories.

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.

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. Yellow Wood is proud of the accomplishments the business achieved under Jon's leadership and wish him well in his future endeavors.