Estée Lauder Companies says it expects to close its acquisition of California-based skincare house, GlamGlow, this month. The brand will be overseen by John Demsey, who is responsible for key labels such as Estée Lauder, MAC, Tom Ford, Bobbi Brown, Jo Malone London, La Mer and Smashbox.

The deal, announced on 19 December, comes after a spate of purchases in niche segments. In November 2014, Lauder completed the acquisition of Le Labo, the high-end fragrance and lifestyle brand, and it also announced the acquisition of Editions de Parfums Frédéric Malle, a collection of “ultra-luxury” fragrances from some of the world’s most talented perfumers and personally curated by Malle. Before that in October, Lauder acquired Rodin olio lusso, a luxury skincare brand.

GlamGlow gives Lauder a line specially developed for backstage and studios that is focused on fast-acting treatment masks designed to deliver camera-ready results. The Hollywood-inspired skincare brand was founded in 2010 by Glenn and Shannon Dellimore, for both men and women of all ages and skin types.

According to Lauder, GlamGlow was widely known for its ubiquity on Hollywood sets, but now has a global presence in speciality-multi channels, including Sephora and Douglas, and some high-end department stores, such as Neiman Marcus, Selfridges, Harvey Nichols, Bloomingdale’s and, starting this month, Nordstrom. The brand has also made its travel retail debut.

FACIAL MASKS SEGMENT

“GlamGlow is a top performer in speciality channels and effectively engages its devoted fans across digital platforms,” says Fabrizio Freda, President and CEO of The Estée Lauder Companies. “Its unique focus on facial masks strategically complements our current prestige skincare offerings, and we are thrilled to welcome Glenn and Shannon to our company.”

Commenting on the ELC purchase, GlamGlow Co-Founders, Glenn and Shannon Dellimore add: “The company has the scale and vision to help bring the brand to its next phase of growth while remaining true to the identity that we’ve worked so hard to build.”

The current product line-up includes five mud-based facial skin masks, formulated with a patented Teaoxi leaf-steeping technology, to brighten, hydrate, refine or clear the skin. Each mask is specifically designed to address a specific concern: from anti-aging and problem skin to hydrating and deep cleansing. This month, GlamGlow will launch a new range of mud-to-foam daily cleansers.