About BFS Innovations: Michael D. Fruhling - CEO

Michael, founder and CEO of BFS Innovations, Inc., has over 30 years of experience in new business and new product development success with companies including Procter and Gamble, Bristol Myers Squibb/Drackett, and Bath and Body Works.

 While at P&G, Michael's keen ability to identify previously unarticulated consumer needs led him to pioneer the creation of Cheer® Free laundry detergent. Prior to founding BFS Innovations, Michael was head of New Business Development for Bath and Body Works, reporting to its CEO and successfully pioneering the company's open innovation strategy, including spearheading its dermatological skin care business initiative and strategic partnership with Dr. Patricia Wexler. Michael serves on the Netcare Access Foundation Board and the Rutgers Design Thinking Program Advisory Board.

He received his MBA from Xavier University and holds a B.S. degree in Biochemical Engineering and a B.A. degree in Business Administration from Rutgers University.


  • Mike is an innovative, out-of-the-box thinker who is always looking for new ways to build value in existing brands as well as identify new business opportunities. He is adept at identifying relevant applications for new technologies/ideas. Not only is he a good idea person, he is also good at execution and follow-through.

    • Position President, Wholesale, Outlets and Canada at Consumer Products Company
  • Michael is hardworking, bright and creative. I have worked with Michael for about a year and found him a joy to work with. I recomend him to others.

    • Position Managing Director - Venture Capital Fund Company
  • Mike is the "go to" guy on projects. He is a great low maintenance partner. If you need a result but not sure what means will get you there, Mike is your man. He is creative and determined. Tell him what you want and set him loose.

    • Position Vice President, Vice President, Brand Development and Category Leader at Leading Specialty Retailer
  • Mike brings a unique combination of high energy level, native curiosity, ability to connect the dots and excellent interpersonal skills. He has the creativity and passion you would hope for with a champion of new products and technology. Because he has the benefit of scientific training and logical thinking, he is more then a typical marketing or "idea" guy.

    • Position President, Promotional Products Company

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