Estée Lauder agrees to buy BECCA Cosmetics in the US

By Doug Newhouse |

Top Becca CosmeticsThe Estée Lauder Companies reports today that it has agreed to pay an undisclosed sum to acquire BECCA Cosmetics, which it describes as ‘a high-growth make-up brand, offering complexion and colour products that flatter a wide range of skin tones and enhance women’s features’.

 

The acquisition is expected to be completed next month and will deliver a company that ELC says has experienced ‘exceptional growth’ for several years, selling primers, concealers, foundations, blushes and highlighters that use the beauty of light to enhance the complexion.

 

The BECCA brand’s foundations are also said to be available in up to 20 shades, with half designed for medium to deep tones and half designed for light to medium tones. ELC adds that BECCA makes and sells premium, luxurious products for women of all ages and ethnicities.

 

PART OF LUXURY BRANDS PORTFOLIO SINCE 2012

The brand has been led by President and CEO Robert DeBaker and CFO/COO James MacPherson since 2011 and has been part of the Luxury Brand Partners’ portfolio since 2012. It has established ‘a robust presence’ within specialty-multi retailers Sephora and Ulta in North America, as well as through selected department stores and through BECCACosmetics.com.

 

The company is also part of a strategic global expansion with Sephora across Southeast Asia, Europe and the Middle East and is said to have a strong social media presence, with more than one million Instagram followers, plus an engaged consumer base of all ages and backgrounds.

 

Becca cosmetics

The brand is said to be suitable for all skin types.

 

‘WONDERFUL ADDITION…’

Fabrizio Freda, President and CEO of ELC said: “BECCA Cosmetics is a wonderful addition to our portfolio of prestige beauty brands. Its unique focus on complexion products that flatter a wide range of skin tones, combined with its sophisticated yet accessible consumer and digital engagement across channels has inspired a devoted fan base.

 

“We see terrific growth opportunities for BECCA as it expands globally and continues to cultivate its online and digital expertise. We are excited to work with Bob, Jim, and the entire BECCA team to continue building on the brand’s terrific success.”

 

Bob DeBaker, President and CEO of BECCA Cosmetics added: “The Estée Lauder Companies is the ideal home for BECCA. The Company has the scale and vision to help elevate BECCA to its next phase of growth, while encouraging us to continue to build our unique brand equity.

 

“We believe that beauty products should reflect a diverse range of skin tones and help all women create a naturally beautiful, yet individual look – and ELC is incredibly supportive of our mission. We’re thrilled to be joining the team.”

 

Second foto of Becca skin products

Contrasting colours and shades for different looks and skin types.

 

‘BEAUTY OF LIGHT EXPERTISE’

Recently, BECCA has established itself as the authority in using its expertise in the beauty of light to create a variety of effects and benefits – from highlighting to blurring to a soft-focused halo effect.

 

The now-iconic Shimmering Skin Perfector Pressed in Champagne Pop, which was created in 2015 in collaboration with celebrated make-up artist and YouTube sensation Jaclyn Hill, has become a consumer favourite and the top-selling luminizer of the year in the United States.

 

William Lauder

William P. Lauder, Executive Chairman, ELC.

‘PLEASED’ WITH NEW PARTNERSHIP…

William P. Lauder, Executive Chairman, ELC said: “The BECCA philosophy of inclusive beauty is a terrific match for The Estée Lauder Companies. One of our leading strengths is the ability to identify brands with unique positioning and nurture them to realize their full growth potential.

 

“We are so pleased to partner with Bob and Jim to continue this legacy, and we welcome them and their team to our family.”

 

Tevya Finger, President and CEO of Luxury Brand Partners also added: “The Estée Lauder Companies is the perfect company to take BECCA to the next level, especially on a global scale. I have so much respect for The Estée Lauder Companies, making this the perfect fit.”

 

John Demsey, Executive Group President, The Estée Lauder Companies Inc., will add BECCA Cosmetics to the portfolio of brands that he oversees.

 

 

 

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