Markwins Beauty Brands shakes up leadership team

CITY OF INDUSTRY, Calif. -- Markwins Beauty Brands has launched a restructuring of its corporate leadership team just several weeks after the company named a new COO. 

Recently named COO Bill George has promoted key employees among Markwins’ beloved brands. These promotions include:

• Evelyn Wang as new Senior Vice President of Marketing for wet n wild. Previously, Evelyn held the position of VP of marketing for wet n wild and largely contributed to elevating the brand’s new product development strategy to more premium and on-trend innovations such as this year’s number one new launch in the nail category, wet n wild’s 1 Step WonderGel, and number one new accessories launch of a line of cruelty-free and vegan makeup brushes. 

• Alice Chen, formerly director of marketing for Physicians Formula, has been promoted to vice president of marketing for Physicians Formula with a goal to further expand the brand’s footprint in new and existing markets starting with redesigning a focused branding strategy. 

• Emily Huang as new vice president of marketing for Bonne Bell and Lip Smacker. Previously Director of Marketing for Bonne Bell and Lip Smacker, Emily played a key role in the expansion of Lip Smacker’s distribution in key retailers such as Walmart, Target, Rite Aid and also added new account distribution in specialty retail stores such as Kohl’s and Claire’s.  

In addition to promoting key employees, George has also hired Anita Besharat, as vice president of human resources. Besharat will be responsible for elevating the entire organization’s human resources function to recruit and retain world-class beauty employees as the industry’s employer of choice.

As part of the strategic plan to consolidate the company’s brand portfolio, Jane Gosal was also appointed Director of Visual Merchandising where she will oversee the development of in-store displays for the entire Markwins Beauty Brands portfolio including Physicians Formula, wet n wild, Black Radiance, Bonne Bell and Lip Smacker. Additionally, Michael Vu, currently Director of Trade Marketing and Analytics for wet n wild, Black Radiance, Bonne Bell and Lip Smacker, will add Physicians Formula to the brands he is responsible for. Vu will lead all aspects of data analytics as well as inventory optimization to maximize retail sales and wholesale shipped. This simplified and streamlined management structure will create a more thoughtful hierarchy and succession plan.

“It is a top priority to restructure the Markwins leadership team in an ongoing effort to accelerate our growth trajectory. I recognize the dedication and hard work these employees have contributed to leverage our company and am excited to have these talented individuals as part of our organization,” said George.

Established in 1984, Markwins Beauty Brands is the largest privately owned cosmetics company in North America with a portfolio of beloved brands such wet n wild, Black Radiance, Bonne Bell, Lip Smacker, and Physicians Formula.