Charles Sternberg, Assistant Editor12.23.20
While the entire world was quarantined in our homes for a large part of 2020 due to the Covid-19 pandemic, the always lively and never predictable beauty industry couldn’t afford to take a break. This year, companies rushed to meet the demands of consumers whose habits have morphed and whose daily needs and beauty preferences have been altered.
As a result, 2020 was marked by a number of beauty deals and acquisitions—big and small. From major global beauty companies like P&G and L-Brands to Indies and suppliers, so much buying and selling took place this year that you might have missed some of the deals. That’s why Beauty Packaging has compiled a list of the most important ones, to keep you informed and up-to-date.
Here are the biggest beauty deals and acquisitions of 2020:
P&G Acquires Billie
In January, P&G, known in part for its men’s and women’s grooming categories, announced it was seeking to grow via acquisition of Billie—a subscription-based, direct-to-consumer female body care company focused on women’s shaving supplies and premium body care products.
Billie's product lineup includes razors encased in charcoal shave soap with a magnetic handle and holder, shaving cream, body wash and body lotion. P&G said the deal complements their female grooming portfolio, which includes the Venus, Braun and joy brands.
Beiersdorf Acquires ‘Stop The Water While Using Me’
In February, Beiersdorf acquired the natural cosmetics brand, "Stop The Water While Using Me!" The indie brand was founded in 2011 with a mission to highlight the importance of protecting our resources.
Iain Holding, general manager of Beiersdorf Germany/Switzerland, remarked, “Sustainability is a top priority at Beiersdorf. That is why we are thrilled that Beiersdorf is partnering with this strong purpose driven brand...we will bring together our combined expertise, beliefs and talents in increasing our sustainable contribution for our consumers and the environment.”
L Brands Sells Victoria's Secret
In February, Sycamore Partners, a private equity firm, acquired a 55 percent share in Victoria’s Secret from L Brands for $525 million. Sales for Victoria’s Secret had been down for three straight years.
L Brands said it would "sharpen its focus" on Bath and Body Works instead, which has driven sales growth for the company.
e.l.f. Acquires W3ll People
In February, e.l.f. Beauty acquired cruelty-free, clean beauty company W3ll People for $27 million.
W3ll People’s product-line—which contains no fillers, propylene glycol, petrochemicals or petroleum byproducts—includes 40 EWG Verified products. The brand has an emerging presence at national retailers including Target and Whole Foods; through natural specialty retailers such as Credo Beauty and The Detox Market; and online through Amazon.com, Ulta.com and W3llPEOPLE.com.
e.l.f. said it expects W3ll People to contribute approximately $7 million in net sales and $0.01 to its adjusted earnings per share on a fully diluted basis in fiscal 2021.
Coty Sells Majority Stake in Professional Beauty Division to KKR
In May, Coty and KKR signed an agreement for the sale of a majority in Coty’s Professional Beauty and Retail Hair Businesses including the Wella, Clairol, OPI and ghd brands -- at a contemplated enterprise value of $4.3 billion.
Under the terms of the agreement, Coty carved out its Professional Beauty Division, making it a standalone company, in which KKR will acquire a 60 percent stake and Coty will retain the remaining 40 percent interest.
Peter Harf, founding partner of JAB and executive chairman of Coty, commented, “We are thrilled to enter into this strategic partnership with KKR, one of the world’s preeminent investment firms with an exemplary track record of value creation. Their investment and partnership will be instrumental to strengthening Coty’s balance sheet and helping the company to achieve long-term growth in shareholder value.”
L’Oréal Acquires Thayers Natural Remedies
In June, L’Oréal signed an agreement to acquire Thayers Natural Remedies, a U.S.-based natural skincare brand from Henry Thayer Company. Headquartered in Connecticut, Thayers Natural Remedies recorded sales of $44 million in 2019.
Stéphane Rinderknech, president and CEO of L’Oréal USA, said, “With a more than 170 year heritage, Thayers Natural Remedies is a beloved American brand that has stayed true to its roots as it has evolved its product offerings and forged a strong connection with consumers. Built on a foundation of top-rated skincare products, the brand is more relevant today than ever before. We believe in its growth potential and unique positioning in the mass skincare market.”
Coty Purchases 20% Stake in Kim Kardashian's KKW Beauty
In June, Coty Inc. bought a 20 percent stake in Kim Kardashian West's KKW Beauty for $200 million. The deal valued the company at $1 billion.
Together, the new partners plan to enter new beauty categories, growing beyond the brand’s existing product lines.
“Kim is a true modern-day global icon,” stated Peter Harf, Coty's executive chairman. “She is a visionary, an entrepreneur, a mother, a philanthropist, and through social media has an unparalleled ability to connect with people around the world. This influence, combined with Coty’s leadership and deep expertise in prestige beauty will allow us to achieve the full potential of her brands.”
IPSA Acquires 25% Stake in Divabox
In July, Interparfums SA (IPSA) signed a strategic agreement and equity investment with Divabox, owner of the Origines-parfums e-commerce platform for beauty products, under which IPSA acquired 25 percent of Divabox’s capital through a reserved capital increase.
As a website of reference for all selective fragrance brands, Origines-parfums is a key French player in the online beauty market recognized for its customer relationship expertise.
Jean Madar, chairman & CEO of Inter Parfums Inc. commented, “With online sales for perfumes and cosmetics growing every year, a trend that has been accelerated by the health crisis, IPSA has been on the lookout for an opportunity to integrate an e-retail dimension since 2019. This partnership fits perfectly with this strategy.”
Edgewell Personal Care Acquires Cremo
In August, Edgewell Personal Care Company entered into a definitive purchase agreement to acquire Cremo, a premier men's grooming company in the U.S., in an all-cash transaction at a purchase price of $235 million.
Cremo offers a complete line of beard, hair, shave prep and skin care products. Cremo complements Edgewell's portfolio of insurgent brands such as Jack Black and Bulldog, by serving specific consumer profiles, and therefore increasing Edgewell's penetration in an attractive growth category within men's grooming.
Henkel Acquires Majority Stake in Invincible Brands Holding
In August, Henkel acquired a 75 percent stake in Invincible Brands Holding, the parent company of direct-to-consumer (D2C) brands, HelloBody, Banana Beauty and Mermaid+Me.
Through this transaction, Henkel expanded its D2C go-to-market footprint in Beauty Care and added strong digital capabilities in areas such as performance marketing, analytics and fast innovation.
“As part of our strategic framework for purposeful growth we pursue value-adding acquisitions to strengthen our businesses. This agreement is a proof point of how we consistently implement our strategy. It is also in line with our objective to strengthen our competitive edge in the area of digitalization by expanding our direct-to-consumer activities,” said Henkel CEO Carsten Knobel.
Perrigo Acquires Self-Care Brands from Sanofi
In August, Perrigo Company plc, a global provider of self-care products, acquired three Eastern European OTC skincare and hair loss treatment brands (Emolium, Iwostin and Loxon) from Sanofi. Trailing twelve months net sales ending June 30, 2020 for these products were approximately $23 million.
"We continue to prioritize opportunities that build on our self-care transformation and seek bolt-on assets that support our five growth pillars. We are pleased to add these margin enhancing assets to strengthen our international self-care portfolio and deliver value for our shareholders,” commented Perrigo president and CEO Murray S. Kessler.
Present Life Acquires One Ocean Beauty
In August, Present Life acquired One Ocean Beauty, a sustainable beauty and wellness company.
The acquisition enables One Ocean Beauty to expand its mission globally through clean, clinically proven and environmentally responsible skincare + wellness.
Yatsen Acquires French Skin Care Brand Galenic
In November, Chinese beauty company Yatsen acquired Galenic after reaching an acquisition agreement with French pharmaceutical and dermo-cosmetic group Pierre Fabre. Pierre Fabre now owns a minority stake of 10 percent in the affiliate created by Yatsen to host Galénic assets in Europe.
Galenic is a premium French skin care brand that was introduced in France and other European markets in the late 1970's by Mr. Pierre Fabre. Yatsen will continue supporting the brand in Europe and will launch it in China, and in other Asian markets.
Ipsy Buys BoxyCharm—And Forms BFA Industries
In November, Ipsy, a large beauty sampling service, acquired BoxyCharm, a provider of full-size beauty product subscriptions.
The two companies -- one that offers its subscribers a bag, and the other a box -- merged to form BFA (Beauty For All) Industries.
HatchBeauty Purchases Duncan Cosmetics Portfolio
In November, HatchBeauty Brands, a beauty and wellness incubator located in Los Angeles, purchased the beauty brand portfolio of Duncan Enterprises, known as Duncan Cosmetics.
Duncan Cosmetics' portfolio of brands--Lique, Tattoo Junkie, Remi Rose and BE Beauty Essentials--provides consumers with high-performing formulas at affordable price points. The acquisition strengthens HatchBeauty's position as an authority on trend democratization within the beauty and wellness landscape.
Firmenich Acquires DRT
In March, Firmenich entered into an exclusive agreement with Ardian, Tikehau Capital and family shareholders to acquire Les Derives Resiniques et Terpeniques, also known as DRT.
DRT is a world leader in plant-based chemistry, mainly from pine trees, and is one of the leading suppliers globally of high quality, renewable ingredients.
Firmenich says it is setting its sights on becoming a key player in renewable ingredients, for perfumery and beyond.
Traub Capital Purchases Mana Products
In September, Mana Products, a beauty contract manufacturer based in Long Island City, New York, was purchased by Traub Capital.
The acquisition allows Traub Capital to leverage Mana’s innovation, research & development and contract manufacturing capabilities as part of its vision for the company. In turn, Mana will leverage Traub Capital's strategic, operational and financial expertise.
LLFlex Acquires Hampden Papers
In September, LLFlex—a global leader in packaging materials and industrial laminate solutions for the consumer packaging, building & construction, and wire & cable industries—acquired the assets of Hampden Papers, a premium paper converter specializing in paper, foil, film, holographic and transfer metallized lamination, sheeting, and embossing.
The acquisition came as LLFLex began production at its new 73,500-sq.-ft fully integrated manufacturing facility in High Point, NC.
As a result, 2020 was marked by a number of beauty deals and acquisitions—big and small. From major global beauty companies like P&G and L-Brands to Indies and suppliers, so much buying and selling took place this year that you might have missed some of the deals. That’s why Beauty Packaging has compiled a list of the most important ones, to keep you informed and up-to-date.
Here are the biggest beauty deals and acquisitions of 2020:
P&G Acquires Billie
In January, P&G, known in part for its men’s and women’s grooming categories, announced it was seeking to grow via acquisition of Billie—a subscription-based, direct-to-consumer female body care company focused on women’s shaving supplies and premium body care products.
Billie's product lineup includes razors encased in charcoal shave soap with a magnetic handle and holder, shaving cream, body wash and body lotion. P&G said the deal complements their female grooming portfolio, which includes the Venus, Braun and joy brands.
Beiersdorf Acquires ‘Stop The Water While Using Me’
In February, Beiersdorf acquired the natural cosmetics brand, "Stop The Water While Using Me!" The indie brand was founded in 2011 with a mission to highlight the importance of protecting our resources.
Iain Holding, general manager of Beiersdorf Germany/Switzerland, remarked, “Sustainability is a top priority at Beiersdorf. That is why we are thrilled that Beiersdorf is partnering with this strong purpose driven brand...we will bring together our combined expertise, beliefs and talents in increasing our sustainable contribution for our consumers and the environment.”
L Brands Sells Victoria's Secret
In February, Sycamore Partners, a private equity firm, acquired a 55 percent share in Victoria’s Secret from L Brands for $525 million. Sales for Victoria’s Secret had been down for three straight years.
L Brands said it would "sharpen its focus" on Bath and Body Works instead, which has driven sales growth for the company.
e.l.f. Acquires W3ll People
In February, e.l.f. Beauty acquired cruelty-free, clean beauty company W3ll People for $27 million.
W3ll People’s product-line—which contains no fillers, propylene glycol, petrochemicals or petroleum byproducts—includes 40 EWG Verified products. The brand has an emerging presence at national retailers including Target and Whole Foods; through natural specialty retailers such as Credo Beauty and The Detox Market; and online through Amazon.com, Ulta.com and W3llPEOPLE.com.
e.l.f. said it expects W3ll People to contribute approximately $7 million in net sales and $0.01 to its adjusted earnings per share on a fully diluted basis in fiscal 2021.
Coty Sells Majority Stake in Professional Beauty Division to KKR
In May, Coty and KKR signed an agreement for the sale of a majority in Coty’s Professional Beauty and Retail Hair Businesses including the Wella, Clairol, OPI and ghd brands -- at a contemplated enterprise value of $4.3 billion.
Under the terms of the agreement, Coty carved out its Professional Beauty Division, making it a standalone company, in which KKR will acquire a 60 percent stake and Coty will retain the remaining 40 percent interest.
Peter Harf, founding partner of JAB and executive chairman of Coty, commented, “We are thrilled to enter into this strategic partnership with KKR, one of the world’s preeminent investment firms with an exemplary track record of value creation. Their investment and partnership will be instrumental to strengthening Coty’s balance sheet and helping the company to achieve long-term growth in shareholder value.”
L’Oréal Acquires Thayers Natural Remedies
In June, L’Oréal signed an agreement to acquire Thayers Natural Remedies, a U.S.-based natural skincare brand from Henry Thayer Company. Headquartered in Connecticut, Thayers Natural Remedies recorded sales of $44 million in 2019.
Stéphane Rinderknech, president and CEO of L’Oréal USA, said, “With a more than 170 year heritage, Thayers Natural Remedies is a beloved American brand that has stayed true to its roots as it has evolved its product offerings and forged a strong connection with consumers. Built on a foundation of top-rated skincare products, the brand is more relevant today than ever before. We believe in its growth potential and unique positioning in the mass skincare market.”
Coty Purchases 20% Stake in Kim Kardashian's KKW Beauty
In June, Coty Inc. bought a 20 percent stake in Kim Kardashian West's KKW Beauty for $200 million. The deal valued the company at $1 billion.
Together, the new partners plan to enter new beauty categories, growing beyond the brand’s existing product lines.
“Kim is a true modern-day global icon,” stated Peter Harf, Coty's executive chairman. “She is a visionary, an entrepreneur, a mother, a philanthropist, and through social media has an unparalleled ability to connect with people around the world. This influence, combined with Coty’s leadership and deep expertise in prestige beauty will allow us to achieve the full potential of her brands.”
IPSA Acquires 25% Stake in Divabox
In July, Interparfums SA (IPSA) signed a strategic agreement and equity investment with Divabox, owner of the Origines-parfums e-commerce platform for beauty products, under which IPSA acquired 25 percent of Divabox’s capital through a reserved capital increase.
As a website of reference for all selective fragrance brands, Origines-parfums is a key French player in the online beauty market recognized for its customer relationship expertise.
Jean Madar, chairman & CEO of Inter Parfums Inc. commented, “With online sales for perfumes and cosmetics growing every year, a trend that has been accelerated by the health crisis, IPSA has been on the lookout for an opportunity to integrate an e-retail dimension since 2019. This partnership fits perfectly with this strategy.”
Edgewell Personal Care Acquires Cremo
In August, Edgewell Personal Care Company entered into a definitive purchase agreement to acquire Cremo, a premier men's grooming company in the U.S., in an all-cash transaction at a purchase price of $235 million.
Cremo offers a complete line of beard, hair, shave prep and skin care products. Cremo complements Edgewell's portfolio of insurgent brands such as Jack Black and Bulldog, by serving specific consumer profiles, and therefore increasing Edgewell's penetration in an attractive growth category within men's grooming.
Henkel Acquires Majority Stake in Invincible Brands Holding
In August, Henkel acquired a 75 percent stake in Invincible Brands Holding, the parent company of direct-to-consumer (D2C) brands, HelloBody, Banana Beauty and Mermaid+Me.
Through this transaction, Henkel expanded its D2C go-to-market footprint in Beauty Care and added strong digital capabilities in areas such as performance marketing, analytics and fast innovation.
“As part of our strategic framework for purposeful growth we pursue value-adding acquisitions to strengthen our businesses. This agreement is a proof point of how we consistently implement our strategy. It is also in line with our objective to strengthen our competitive edge in the area of digitalization by expanding our direct-to-consumer activities,” said Henkel CEO Carsten Knobel.
Perrigo Acquires Self-Care Brands from Sanofi
In August, Perrigo Company plc, a global provider of self-care products, acquired three Eastern European OTC skincare and hair loss treatment brands (Emolium, Iwostin and Loxon) from Sanofi. Trailing twelve months net sales ending June 30, 2020 for these products were approximately $23 million.
"We continue to prioritize opportunities that build on our self-care transformation and seek bolt-on assets that support our five growth pillars. We are pleased to add these margin enhancing assets to strengthen our international self-care portfolio and deliver value for our shareholders,” commented Perrigo president and CEO Murray S. Kessler.
Present Life Acquires One Ocean Beauty
In August, Present Life acquired One Ocean Beauty, a sustainable beauty and wellness company.
The acquisition enables One Ocean Beauty to expand its mission globally through clean, clinically proven and environmentally responsible skincare + wellness.
Yatsen Acquires French Skin Care Brand Galenic
In November, Chinese beauty company Yatsen acquired Galenic after reaching an acquisition agreement with French pharmaceutical and dermo-cosmetic group Pierre Fabre. Pierre Fabre now owns a minority stake of 10 percent in the affiliate created by Yatsen to host Galénic assets in Europe.
Galenic is a premium French skin care brand that was introduced in France and other European markets in the late 1970's by Mr. Pierre Fabre. Yatsen will continue supporting the brand in Europe and will launch it in China, and in other Asian markets.
Ipsy Buys BoxyCharm—And Forms BFA Industries
In November, Ipsy, a large beauty sampling service, acquired BoxyCharm, a provider of full-size beauty product subscriptions.
The two companies -- one that offers its subscribers a bag, and the other a box -- merged to form BFA (Beauty For All) Industries.
HatchBeauty Purchases Duncan Cosmetics Portfolio
In November, HatchBeauty Brands, a beauty and wellness incubator located in Los Angeles, purchased the beauty brand portfolio of Duncan Enterprises, known as Duncan Cosmetics.
Duncan Cosmetics' portfolio of brands--Lique, Tattoo Junkie, Remi Rose and BE Beauty Essentials--provides consumers with high-performing formulas at affordable price points. The acquisition strengthens HatchBeauty's position as an authority on trend democratization within the beauty and wellness landscape.
Firmenich Acquires DRT
In March, Firmenich entered into an exclusive agreement with Ardian, Tikehau Capital and family shareholders to acquire Les Derives Resiniques et Terpeniques, also known as DRT.
DRT is a world leader in plant-based chemistry, mainly from pine trees, and is one of the leading suppliers globally of high quality, renewable ingredients.
Firmenich says it is setting its sights on becoming a key player in renewable ingredients, for perfumery and beyond.
Traub Capital Purchases Mana Products
In September, Mana Products, a beauty contract manufacturer based in Long Island City, New York, was purchased by Traub Capital.
The acquisition allows Traub Capital to leverage Mana’s innovation, research & development and contract manufacturing capabilities as part of its vision for the company. In turn, Mana will leverage Traub Capital's strategic, operational and financial expertise.
LLFlex Acquires Hampden Papers
In September, LLFlex—a global leader in packaging materials and industrial laminate solutions for the consumer packaging, building & construction, and wire & cable industries—acquired the assets of Hampden Papers, a premium paper converter specializing in paper, foil, film, holographic and transfer metallized lamination, sheeting, and embossing.
The acquisition came as LLFLex began production at its new 73,500-sq.-ft fully integrated manufacturing facility in High Point, NC.
