Bettina O’Neill has over 30 years of beauty and fragrance industry experience, having worked for renowned retailers like Macy's, Saks Fifth Avenue, Neiman Marcus, and Barneys New York. During her tenure as Vice President Divisional Merchandise Manager at Barneys, she spearheaded the launch of the niche fragrance category, which included exclusive brands such as Frederic Malle, Le Labo, and Byredo in the United States.
 
Serving as Executive Vice President of Business Development and Merchandising at Scentbird since 2020, she has helped transform the fragrance subscription platform, which pioneered the concept in 2014, into the largest fragrance sampling subscription company in the world. Ms. O’Neill’s mission at Scentbird is to curate a diverse assortment of indie, niche, luxury, and designer fragrances, catering to their one million subscribers. She excels at building brand awareness and driving sales by offering personalized sampling experiences, leveraging customer reviews, and retargeting strategies. She is dedicated to introducing new scents while reintroducing classics, ultimately helping brands achieve their goals in a mutually beneficial partnership.