LVMH-owned Fresh appoints new CEO

LVMH-owned beauty brand Fresh has strengthened its leadership team with the appointment of Ada Lien as CEO.

The move marks a promotion for Lien, who first joined the company as Chief Brand & Marketing Officer in July 2023.

Prior to this, she held various senior leadership roles at the Estée Lauder Companies. This most recently includes General Manager of Origins, as well as other marketing positions at La Mer and Clinique.

Stéphanie Medioni, Executive President at LVMH Beauty, said: “I am confident Ada’s experience as a global leader along with her luxury skincare marketing expertise and a consumer-centric approach gives her the unique ability to continue bringing the love of Fresh to our customers.”

Founded by Lev Glazman and Alina Roytberg in 1991, Fresh is known for its natural, science-backed products across skincare, bodycare and fragrance. In the UK, the brand is stocked at John Lewis, Cult Beauty, Space NK, Harrods and its own website, amongst other retailers.

Its bestselling products include a Soy pH-Balanced Hydrating Face Wash, Rose Deep Hydration Moisturiser, and Kombucha Antioxidant Facial Treatment Essence.