Suggestions
Bettina O'Neill
Senior Vice President Business Development & Merchandising at Scentbird
Bettina O'Neill is the Senior Vice President of Business Development, Merchandising & Wholesale at Scentbird, a position she has held since June 2020.13 With extensive experience in the retail cosmetics and fragrance industry, O'Neill has built a distinguished career spanning several decades.
Career Highlights
-
Scentbird: Currently serves as SVP of Business Development & Merchandising, and SVP of Wholesale for Confessions of a Rebel, Deck of Scarlet & GoodHabit.1
-
Barneys New York: Worked as Vice President Divisional Merchandise Manager for Cosmetics & Fragrances from 2000 to 2016, managing a multimillion-dollar business across multiple stores.1
-
Bettina O'Neill & Associates: Founded and served as President from 2016 to 2020, offering consulting services for the beauty and fragrance industry.1
-
The Harmonist: Held positions as Vice President of Sales & Training North America and Vice President of Sales between 2018 and 2020.1
Achievements and Expertise
- Recognized as one of only four Fashion Institute of Technology alumni commended for Beauty Industry Achievement & Excellence.1
- Played a key role in Barneys New York earning the "Retailer of the Year" award from Women's Wear Daily.1
- Instrumental in launching numerous makeup, fragrance, and treatment brands exclusively at Barneys New York, including Frederic Malle, Byredo, and Le Labo.12
- Known for her expertise in developing niche fragrance businesses and launching successful private label collections.1
Education
- Bachelor of Science in Cosmetics & Fragrance Marketing & Product Development from the Fashion Institute of Technology (1989-1991).1
Bettina O'Neill is respected in the industry for her ability to blend creative leadership, brand expertise, and market awareness to drive growth and innovation in the fragrance and beauty sectors.12

