Fresh, the US cosmetics brand owned by LVMH, has announced the appointment of Ada Lien as its new CEO. Lien, who previously served as the chief brand and marketing officer for Fresh since July, has now been promoted to the top leadership position.
With a career in the beauty industry spanning over 20 years, Lien brings a wealth of experience to her new role. She spent 17 years at Estée Lauder, where she held notable positions such as senior vice-president of global marketing for the premium skincare brand La Mer. Additionally, she served as the managing director of the Origins brand from 2020 to 2022. Afterward, Lien worked as a strategic adviser for the private equity firm Verity Venture Partners. In July 2023, she joined Fresh.
Stéphanie Medioni, the executive president of LVMH Beauty, expressed confidence in Lien’s capabilities, stating, “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.” This endorsement highlights Lien’s strong qualifications and sets the stage for her leadership in driving the brand’s success.
Fresh, founded in 1991 in Boston by Lev Glazman and Alina Roytberg, became part of the French luxury group LVMH in 2000. The brand offers a range of 225 products and is distributed through 2,770 multibrand stores worldwide, including the LVMH-owned chain Sephora. Additionally, Fresh operates 48 monobrand stores, solidifying its presence in the beauty industry.