Fresh, the prestigious cosmetics brand under the esteemed LVMH group, announces Ada Lien as its newly appointed CEO. Formerly serving as the chief brand and marketing officer since July, Lien’s recent elevation signals a significant development within the dynamic landscape of luxury beauty.

With an extensive career spanning over 20 years in the beauty industry, Ada Lien’s illustrious journey includes a remarkable 17-year stint at Estée Lauder. Notably, she held key roles such as senior vice-president of global marketing for La Mer, the premium skincare brand of the US beauty giant, and served as managing director of the Origins brand from 2020 to 2022. Following this, Lien contributed her expertise as a strategic adviser for the prestigious private equity firm Verity Venture Partners.

Stéphanie Medioni, the executive president of LVMH Beauty, expresses confidence in Lien’s capabilities, stating, «Ada Lien’s experience, her expertise in luxury skincare marketing, and her consumer-centric approach will undoubtedly foster continued adoration for Fresh among our customers.»

Founded in Boston in 1991 by Lev Glazman and Alina Roytberg, Fresh became a proud addition to the LVMH portfolio in 2000. With a diverse array of 225 products, Fresh enjoys a global presence, reaching consumers through 2,770 multibrand stores worldwide. This extensive network includes distribution through the renowned LVMH-owned perfumery chain, Sephora, and the operation of 48 monobrand stores.

Ada Lien’s appointment as CEO positions her as the guiding force steering Fresh into its next chapter. Leveraging her wealth of experience, she is poised to elevate Fresh’s standing in the fiercely competitive cosmetics market. Discover the future of luxury beauty under Ada Lien’s leadership at Fresh.

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