L’Occitane International has announced it has acquired an interest in LimeLight USA to form a new joint venture in which it will hold a 60% controlling stake. The French cosmetics Group intends to leverage the global exposure of the US brand and expand its business model outside of the United States.
Created in 2015, LimeLight USA offers all-natural skincare lines and personalised colour makeup palettes. The brand utilises a unique distribution network with beauty guides and an online presence in the USA.
“Michele M. Gay and Madison Mallardi, co-founders and co-CEOs of LimeLight USA, will retain control over LimeLight USA and will continue to lead its impressive success. They will also contribute to the set-up and development of the Joint Venture,” says L’Occitane in a release.
LimeLight adds to the L’Occitane Group’s portfolio, which includes four other brands: L’Occitane en Provence, Melvita, Erborian and L’Occitane au Brésil. According to L’Occitane, the investment fits into the Group’s strategy of building a leading portfolio of cosmetics brands based on natural ingredients, while also speeding up its expansion into the colour cosmetics sector.
“In addition, the Investment will add further value to the Group’s ongoing omni-channel expansion strategy through the incorporation of LimeLight USA’s unique distribution and online sales business models. LimeLight USA would also make use of the Group’s dynamic R&D capabilities and production facilities for its future products,” L’Occitane adds.