I expect you’ve all heard by now that Estee Lauder Companies has acquired Too Faced Cosmetics (it’s reported to be their biggest ever at $1.45 billion). With that in mind, I picked up on a very interesting snippet from L2 showing which other brands, based on social mentions and high search visibility are ripe for acquisition. Before I list them out, most of the big beauty companies are looking to acquire more. I sat next to someone from one of them at dinner a few weeks ago and she made it very clear that they’re looking to buy. Something tells me there might be movement with Ole Henriksen because it’s gone quiet – that’s based on a hunch and nothing more but then, I was the person who thought Sephora was edging to buy SpaceNK – not the case, it seems, but all the right ingredients are there in terms of location and visibility. However, Space has just opened a flagship in Regent Street – so what do I know!
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So, good propositions, according to L2, are: Kylie Cosmetics, Morphe, Milani, Charlotte Tilbury (everyone must be chasing that brand: I genuinely can’t imagine it will be too much longer), Tarte, Anastasia Beverley Hills, Beauty Blender, Color Pop and Makeup Geek.
A really good point raised by Cosmeticbusiness.com – you know all these single pods of face masks? This trend came from food packaging – think Ketchup and Mayo pods.
There’s a rising view that body masks could become a thing – think sheets for various areas of the body. In my head, I invented a bacne mask years ago because it’s the one area of the body that’s hard to give any kind of prolonged treatment to yourself and a salicylic acid sheet is manageable. I don’t know – I don’t like the cold wetness of a sheet on my face so not sure I’ll like it any better on my legs! With sheets for various parts already available, I don’t think we’re so far away from an at home pre-soaked body stocking. *shudders*
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