US facial mask brand Freeman Beauty has named Bill George as its new CEO.

George will succeed the company’s current CEO Jon Achenbaum, who previously announced his retirement.

In his new role, George will use his expertise in global cosmetics and personal care to continue Freeman Beauty’s expansion into the high-growth mask category.

George said: “I am honoured and privileged to join Freeman Beauty. 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.”

“We have known Bill for a number of years and watched him build many successful brands.”

In addition, George will work closely with Yellow Wood Partners and support their growth plans for Freeman Beauty brands, while using his insights to further expand the business.

George brings more than 25 years of experience in the beauty industry to his new role, having previously worked with Markwins Beauty Brands.

In his career, he managed a large portfolio of mass-market cosmetic brands and drove their organic growth across six continents. He also managed a number of corporate acquisitions and integrations.

Yellow Wood partner Dana Schmaltz said: “The Yellow Wood team is excited to have the opportunity to work with Bill George as the new CEO of Freeman Beauty.  We have known Bill for a number of years and watched him build many successful brands.

“Adding Bill’s skillset to the great franchise we have at Freeman as the #1 Face Mask brand in the US will continue to accelerate our growth in this category, as well as other categories that we may enter through acquisitions and line extensions.”