Through its Liberty Interactive division, Liberty Media has purchased a minority stake in Borba, the manufacturer of drinkable and topical skin care formulas. The move could have a major impact on the cosmetic industry, since Liberty’s Interactive division also oversees home shopping channel QVC.
In just over a year, Borba has sold nearly $5 million in product through QVC, according to sources.
This isn’t Liberty’s first entry into personal care. The company already holds shares in Bare Escentuals and, prior to its sale to The Carlyle Group, had a stake in Philosophy as well. According to some sources, Liberty’s investment in Borba is $5 million. Borba is expected to post sales of $20 million this year, up from $5 million just two years ago.
“Borba is one of the most highly respected brands in this growing sector of the health and beauty business,” said Meade Rudasill, QVC’s chief operating officer. “Based on QVC’s customer response to the product, we introduced Liberty to Scott Vincent Borba knowing that this company has a very bright future.”
Borba carries a full range of nutraceutical products, which include Skin Balance Waters, Skin Balance Aqua-Less Crystallines, and Skin Balance Confections for skin’s inner needs. In addition, Borba carries a full range of cosmeceutical topical skin care and body care products.
“In my opinion, QVC is the preeminent beauty retailer,” said Scott Vincent Borba, the company’s founder and CEO. “Borba is ecstatic and blessed to grow our brand, our vision and our relationship with the most progressive retailer in the nation.