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New owner is planning a major relaunch and expansion of the sunscreen brand in 2025.
November 18, 2024
By: Christine Esposito
Editor-in-Chief
MY Imports USA LLC (AMG Brands) is has entered into an accord to acquire the Bain de Soleil brand. The company plans to reintroduce the suncare line to the market by Q2 of 2025, with products available across mass, drug and beauty channels. The Teaneck, NJ-based company plans to expand Bain de Soleil into new categories including SPF lip balms, skincare and hair care.
No purchase price was disclosed at press time.
The Bain De Soleil brand was shelved by Bayer in 2019.
The future owners contend they are “dedicated to maintaining the original formulas and scents” that loyal Bain de Soleil consumers lobed. Additionally, the brand will debut new, reef-friendly products to meet the evolving needs of today’s environmentally-conscious consumers.
“We are extremely excited to bring Bain de Soleil back to consumers,” said Fahim Ibrahim, CEO of MY Imports USA. “Adding such an iconic brand to our existing line of products is a great milestone for us. We’re not only preserving what made Bain de Soleil special but also evolving it for today’s market, ensuring it meets both modern lifestyle and environmental standards.”
MY Imports USA’s portfolio includes Finesse, Yardley of London, Scrub Free and Wizard.
Earlier this year, Vacation Inc. launched a sunscreen based on the popular Bain de Soleil Orange Gelee, as reported by Happi.
Iconic ‘Orange Gelée’ Sunscreen Gel Returns to Market
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