The Hut Group Buys Illamasqua

The Hut Group, a leading online health and beauty retailer and brand owner, has acquired Illamasqua, a leading UK prestige cosmetics brand. According to industry sources, the purchase price was $25 million.


Illamasqua was founded in 2008 by Julian Kynaston. Joseph Corré joined the brand as co-owner in 2010. The brand is well-known in the beauty industry for its fearless dedication to creativity and self-expression and its campaigns celebrate diversity. With a theatrical heritage, its bold, professional products have gained a cult following from customers and make-up artists alike, including standout heroes Hydra Veil and Beyond Powder.


“I am delighted we are adding Illamasqua to The Hut Group’s growing portfolio of beauty brands. In Illamasqua’s unwavering commitment to professional, high-quality products and creativity, not to mention its strong identity, we saw a business with a unique proposition and an opportunity to take a strong and dynamic brand to the next level,” said Matthew Moulding, founder and chief executive officer of The Hut Group. “We are confident that, with our world-class e-commerce platform and large marketing infrastructure, we will deliver significant growth and further extend Illamasqua’s global customer base. This investment is another step in our ambition of becoming the world’s largest online retailer of Health & Beauty products by 2018.”


Illamasqua operates stores located in Leeds, Liverpool and London. Its products are also stocked in Selfridges and Debenhams in 15 locations across the UK and are available direct to customers online, through illamasqua.com and THG-owned lookfantastic.com, among others.
The brand also offers make-up courses within The Illamasqua School of Make-up Art in London, helping to nurture the next generation of qualified artists and enthusiasts.


“I am truly excited about The Hut Group’s acquisition of Illamasqua. We have been working with THG for over a year now and have seen great successes, so this move was a natural step for the brand,” said  Kynaston. “Finding the right partner, with whom we could align our vision for the future, was of crucial importance and I’m in no doubt that The Hut Group’s digital strength and marketing expertise will take Illamasqua to the next level.”


This investment represents a further investment in THG’s international Beauty offering. THG is already Europe’s largest retailer of premium beauty products – including MAC, Bobbi Brown, Estée Lauder and Lancôme – through Lookfantastic.com, and also owns a host of luxury Beauty brands including Espa, Mio Skincare, Mama Mio, Grow Gorgeous, and Glossybox.