LVMH-owned cosmetics brand Fresh names Ada Lien as CEO

Fresh has appointed a new CEO. Ada Lien, who since July had been the LVMH-owned US cosmetics brand’s chief brand and marketing officer, has recently been promoted to the role of CEO.

In the course of a beauty industry career spanning more than 20 years, Lien spent 17 years at Estée Lauder. She was notably senior vice-president global marketing for the US beauty group’s premium skincare brand La Mer, and was managing director of the Origins brand between 2020 and 2022. She then worked as strategic adviser for private equity firm Verity Venture Partners.

“I am convinced that Ada Lien’s experience, her expertise in luxury skincare marketing, and her consumer-centric approach, will enable our customers to continue to love Fresh,” said Stéphanie Medioni, executive president of LVMH Beauty, in a press release.

Fresh was founded in Boston by Lev Glazman and Alina Roytberg in 1991, and was bought by French luxury group LVMH in 2000. The brand commercialises 225 products, and is distributed via 2,770 multibrand stores worldwide, including LVMH-owned perfumery chain Sephora, and also operates 48 monobrand stores.