With its multi-ethnic offering and strong social media presence, the prestige makeup brand is a pretty good catch for the US cosmetics giant.
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. Most of the brand’s foundations are available in up to twenty shades, with half designed for medium to deep tones and half designed for light to medium tones. “This commitment to developing premium, luxurious products in a balanced range of wearable shades for all skin tones makes BECCA a highly coveted brand for women of all ages and ethnicities,” said the Estée Lauder group in a release.
The brand has a robust presence in specialty-multi retailers such as 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.”
John Demsey, Executive Group President, The Estée Lauder Companies, will add BECCA Cosmetics to the portfolio of brands that he oversees.
The acquisition is expected to close in November 2016. Terms of the deal were not disclosed.