Shiseido has appointed Kathy Cullin as its General Manager for Bare Escentuals in the US.
Cullin previously worked as Senior Vice President for Prestige Fragrances and philosophy at Coty but moved into the newly created role this month.
Reporting to Marc Rey, President and CEO at Shiseido in the US, Cullin is now responsible for commercial business and customer experience at bareMinerals and Buxom Beauty in the US.
She will also oversee multi-channel direct-to-consumer strategies. This will include bareMinerals retail boutiques and bare + beauty outlets across the US. Cullin will also take responsibility for managing relationships with department stores and wholesale vendors.
Rey said that Cullin has an “outstanding reputation” in the industry. He said: “She is a practiced sales executive and manager. Her keen insight, strategic approach and extensive professional history will help bring the Bare Escentuals business to greater heights of success. I am grateful to have her on board as we write the next chapter for this unique and compelling business.”
At Coty, Cullin was responsible for planning, implementing and developing sales and education for the company’s prestige fragrances and philosophy divisions. This included a dynamic strategy across retail, e-commerce and QVC.
Before joining Coty, Cullin spent six years at L’Oréal where she most recently served as Senior Vice President of Strategic Initiatives. She has also held sales and marketing roles at Clarins USA, Symrise, Puig Beauty USA and Calvin Klein Cosmetics.
Cullin has also served on the boards of Cosmetic Executive Women and The Fragrance Foundation.