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Colorful skin-enhancing products are big at stores like Sephora and Ulta.
October 21, 2016
By: Melissa Meisel
The Estée Lauder Companies Inc. will acquire Becca Cosmetics, a high-growth makeup brand offering complexion and color products that flatter a wide range of skin tones and enhance women’s features. Terms of the deal were not disclosed. The acquisition is expected to close in November 2016.
Launched in 2001, Becca Cosmetics has experienced exceptional growth over the last several years, with a curated product line that includes primers, concealers, foundations, blushes and highlighters that use the beauty of light to enhance the complexion. Most of the brand’s foundations are available in up to 20 shades, with half designed for medium to deep tones and half designed for light to medium tones.
Since 2011, Becca has been led by president and CEO Robert DeBaker, and CFO/COO James MacPherson, and has been part of Luxury Brand Partners’ portfolio since 2012. John Demsey, executive group president, The Estée Lauder Companies Inc., will add Becca Cosmetics to the portfolio of brands that he oversees. The brand has a robust presence in specialty-multi retailers Sephora and Ulta in North America, and is also sold in select department stores, as well as through BECCACosmetics.com. While the majority of the brand’s sales are in North America, it is currently engaged in a strategic global expansion with Sephora across Southeast Asia, Europe and the Middle East. Becca has a strong social media presence, with more than one million Instagram followers, and an engaged consumer base of all ages and backgrounds.
“Becca Cosmetics is a wonderful addition to our portfolio of prestige beauty brands,” said Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder Companies Inc. “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.”
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