Bye, Bye Bonne Bell

It's the end of an era..or three. Markwins International Corporation will acquire Aspire Brands assets Bonne Bell and Lip Smacker.A purchase price was not disclosed. The deal is expected to close next month. The company, originally formed under the Bonne Bell name, was created in 1927 by cosmetics salesman Jesse Bell, who named it after his daughter.

“Markwins has a proven track record of creating excitement and bringing innovation to the cosmetic category,” said Jess “Buddy” Bell, Jr., founder of Aspire Brands. “They will bring the same excitement and innovation to the Lip Smacker and Bonne Bell brands. I am excited about the future of the Lip Smacker and Bonne Bell brands under Markwins ownership.”

Markwins continues to add to their ever-growing global footprint with its third major acquisition in a dozen years, following its acquisition of AM Cosmetics in 2003 and of Physicians Formula Holdings, Inc. in 2012. With the completion of its acquisition of Bonne Bell and Lip Smacker, Markwins fills a desired segment to their symbiotic company structure, and will use its proven reach and expertise to achieve new milestones with the brands. Markwins strategically adds the youth consumer with its imminent acquisition. Together with existing “masstige” brand Physicians Formula, industry-dominant entry point brand wet n wild, leading ethnic brand Black Radiance, and its successful collection business, brands under the Markwins umbrella cater to beauty consumers of all demographics, inclusive of age, ethnicity, lifestyle, and preference.

“The synergies of adding another mass beauty brand, focused in color cosmetics, fits wonderfully into Markwins' current global operations,” said Bill George, president and chief operating officer of Markwins Beauty Products. “Bonne Bell and Lip Smacker add new consumers to our growing portfolio without any consumer cannibalization or crossover.”

“For Markwins, Bonne Bell and Lip Smacker will undoubtedly reach a new consumer and enhance our retail relationships,” said Eric Chen, chief executive officer of Markwins. “But on a personal level, Markwins' brands have always aimed to connect with consumers in an intimate way. Bonne Bell is an industry icon, with a rich history dating back 87 years and with 94% consumer recognition. These numbers are staggering in our business, but the smiles the name alone brings to the faces of the consumers are much more impactful.”