Revlon Buys CB Beauty

Revlon is moving outside its comfort zone in an effort to grow. The color cosmetics maker has acquired CBBeauty for an undisclosed amount. Founded by Corrado Brondi in 2011, CBBeauty is a global fragrance management company based in the UK. The acquisition also included the UK distributor, SAS & Company.


CBBeauty distributes and markets perfumes and beauty products under the One Direction brand in more than 80 countries around the world and provides international sales, marketing and strategic services to a select number of celebrity and fashion fragrance brands.

 

SAS & Company distributes and markets perfumes and beauty products from a portfolio of leading brands such as Burberry, Carven, One Direction and Rihanna. SAS is also the fragrance licensee for U.K. artists such as Little Mix and Cheryl. CBBeauty and SAS will operate as an independently managed division within Revlon, under the continued leadership of Corrado Brondi as CEO of CBBeauty. Shelley Smyth will continue in this new division as CEO of SAS & Company.

 

Commenting on Revlon’s acquisition of CBBeauty and SAS & Company, Revlon President and CEO Lorenzo Delpani, said, “As we continue to focus on our Strategy of Value Creation to boldly grow Revlon, we are confident that this acquisition will provide us with a business and people platform for significant growth in the global fragrance business.”

 

“Revlon’s acquisition of CBBeauty marks the beginning of a very exciting future for the business model we have created,” said Brondi. “We are thrilled to partner with Revlon’s team to accelerate the growth of our business, by leveraging Revlon’s significant capabilities and resources, while keeping an independent management and remaining true to our motto “big enough to matter and small enough to care.”

 

“We are delighted to join Revlon, a company that will complement SAS & Company’s existing expertise in distribution and in product development for beauty and fragrances,” said Ms. Smyth.