A native New Yorker with a journalistic eye, Peter B. Lichtenthal has always observed what’s poignant, beautiful and culturally significant.

When he was a 19-year-old student spending a year in Paris at the Institute of European Studies, he kept a journal about his aesthetic experience – of the city “not rushing through everything,” about its beauty and nonchalance toward convenience. He credits extensive travel for increasing his appetite for understanding diverse cultures. His talent for identifying trends, melding what’s human and genuine with his incisive business analysis, gives him an edge in the beauty industry.

“Peter does not separate the profound intimacy and promise of a beauty product from the business of beauty,” says John Demsey, Global President of both M·A·C and Estée Lauder brands. He found Peter to be the ideal candidate for the new position of Global General Manager of M·A·C. “He has extraordinary marketing skills and general management skills, as well as a deep understanding of the industry and the retail environment.”

With M·A·C distribution now in 48 markets worldwide, Peter will have the opportunity to cultivate new strategies for expansion while keeping the brand’s cutting edge status. Addressing this, Peter says, “I want to emphasize that all that has made M·A·C great – the links with fashion and entertainment and with our consumers, all that has built the brand – will continue. I’m cognizant of the need to protect its heritage and its roots while continuing to build it in both North American and International markets.”

M·A·C’s success began by word of mouth with unique formulas and colours that were the choice of celebrities and professional makeup artists. Its audacious legacy and aesthetic continues to be embraced by all media, and all arts. Peter’s passion for theatre and film – areas in which M·A·C has a powerful presence – synchronizes with his new role as global guru. Art and altruism are equal partners at M·A·C, a synergy that harmonizes with Peter’s philanthropic philosophy.

“Humanity feeds into the very business of M·A·C,” says Peter, who is on Equality Forum’s National Board of Governors and is now also serving on the board of the M·A·C AIDS Fund. I love the energy of M·A·C. I love the emotion of M·A·C, the commitment to the artist and the artistry, the passion to keep the brand true to itself. M·A·C is practically a force of nature in our industry.” Peter also serves on the Action Council for FIT’s Cosmetics and Fragrance Marketing Program comprised of industry executives helping guide the development of a new undergraduate degree in cosmetics and fragrance marketing.

Peter majored in English at Brandeis University and received his master’s degree in advertising and marketing at Northwestern University in Chicago.