About BFS Innovations

Michael D. Fruhling

Michael D. Fruhling - CEO

Michael, founder and CEO of BFS Innovations, Inc., has 25 years of experience in new business and new product development success with companies such as Procter and Gamble, Bristol Myers Squibb/Drackett, and Bath and Body Works. While at Proctor and Gamble, Michael's keen ability to identify previously unarticulated consumer needs led him to pioneer the creation of Cheer® Free laundry detergent, a launch that catalyzed the subsequent introduction of all other "perfume, dye and enzyme-free consumer products." Prior to founding BFS Innovations, Michael was head of New Business Development for Bath and Body Works, reporting to the CEO and successfully pioneering the company's open innovation strategy, spearheading its dermatological skin care business initiative and strategic partnership with Dr. Patricia Wexler, and initiating the company's partnership with American Girl. Michael received his MBA from Xavier University and holds undergraduate degrees in Biochemical Engineering and Business Administration from Rutgers University.



“Michael is an expert in connecting breakthrough technologies with leading companies. He has a real ability to see emerging opportunities before others, and the connections and relationships to match them with the companies who can benefit from them. I personally respect his tenacity in driving these connections as well.” 
-Mike Docherty, Founder, Venture2 Inc.