Kathy Cullin is now general manager of Bare Escentuals US

By Deanna Utroske

- Last updated on GMT

Kathy Cullin, General Manager of Bare Escentuals US
Kathy Cullin, General Manager of Bare Escentuals US

Related tags Bare escentuals Management occupations Management Business

On Monday, Cullin took on her new role leading the brand’s commercial business and customer experience. The general manager position itself is also new for Bare Escentuals US, and in it Cullin reports to Marc Rey, president and CEO of Shiseido Americas.

Kathy Cullin has a range of beauty and fragrance industry leadership roles to her credit. She’s worked with Unilever, Puig, Symrise, Clarins, and L’Oréal. And, until March of this year she was the senior vice president of sales and education for Coty’s philosophy and prestige fragrance division.

Leadership style

Shiseido anticipates Cullin will put all that experience to work for the Bare Escentuals brand as well as the Buxom Beauty brand, which also falls under her responsibility. “Kathy’s outstanding reputation within the beauty industry is backed by a record of proven leadership,”​ Rey says in a media release announcing Cullin’s appointment.

“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,” ​he adds. “I am grateful to have her on board as we write the next chapter for this unique and compelling business.”

Full workload

Cullen, who has also held board seats with CEW and The Fragrance Foundation, will “oversee multi-channel direct-to-consumer strategies including bareMinerals retail boutiques and bare + beauty outlets across the country, as well as manage key relationships with department stores and wholesale vendors,” ​according to the media release.

Her focus within the company will be on driving long-term sales growth as well as leading marketing and education strategies. She’ll also be instrumental in determining how the brand’s sales, marketing, operations, and finance teams work together, according to Shiseido.  And, “Cullin will also play a key role in Shiseido Americas’ efforts to foster closer partnerships among the regional brand teams within its corporate structure.”

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