Mergers and acquisitions continue to play a dynamic role in shaping the beauty industry’s landscape. It’s always intriguing to watch which major players are setting their sights on emerging or established brands, and even more so when eye-popping investment figures come into play.
From high-end skincare labels to mass-market staples, this year’s burst of deals has highlighted both evolving consumer preferences and the economic pressures facing the sector. In their quest to diversify and future-proof their portfolios, beauty corporations have dipped into strategic acquisitions that speak innovation and loyalty.
First up is Puig’s acquisition of Dr. Barbara Sturm, the German luxury skincare label known for its science-backed formulations and cult following. With a reputation for delivering high-performance, clinical-grade products, Dr. Barbara Sturm’s appeal lies in its ability to merge scientific skincare with premium products.
Unilever has made headlines with its purchase of Wild, the refillable personal care brand launched in 2020 by entrepreneurs Charlie Bowes-Lyon and Freddy Ward. Wild’s eco-conscious range, including natural deodorants, lip balms, body washes, and handwashes, has captured the attention of modern consumers seeking sustainable alternatives without compromising on quality. The acquisition signals a strategic push toward innovation and environmental responsibility.
Beauty giant e.l.f. acquired Rhode, the skincare line co-founded by model and entrepreneur Hailey Bieber, in a $1 billion transaction. Launched in 2022 and named after Bieber’s middle name, Rhode has quickly become a viral sensation. With more than $200 million in net sales over the 12 months to March 2025, the brand has built its success on minimalist packaging, peptide-powered formulas, and a devoted online fanbase. TikTok buzz surrounding its pocket blushes and lip treatments has helped propel the brand into mainstream beauty consciousness. With plans to launch in Sephora stores across the US and UK, Rhode’s trajectory shows no signs of slowing.
Meanwhile, a chapter closed for Byredo as founder Ben Gorham announced his departure from the brand he created nearly two decades ago. Now owned by Puig, Byredo redefined what modern luxury fragrance could look like, minimalist, emotional, and rooted in storytelling. Gorham, a former professional athlete with Indian and Canadian roots, came to perfumery through art and instinct rather than formal training. That intuitive approach gave rise to a brand that has influenced everything from niche fragrance to fashion collaborations. His exit marks the end of an era, but Byredo’s impact continues to resonate.
Also making waves is Unilever’s recent agreement to acquire Dr. Squatch, a U.S.-based men’s personal care brand that has built a fiercely loyal following through humour-driven social media content and a direct-to-consumer model. With reported 2024 revenues exceeding $400 million, the brand is known for its viral campaigns, celebrity partnerships (including Sydney Sweeney and Nick Cannon), and limited-edition lines. Valued at up to $2 billion, the deal, set to close later this year pending regulatory approvals, signals Unilever’s intent to double down on high-growth, digitally native brands that speak directly to the Gen Z and millennial male consumer.
L’Oréal has acquired a major stake in the British skincare brand Medik8, who will join their L’Oréal Luxe Division, sitting together with brands including Skinceuticals. Medik8 is renowned for their science-backed, results-driven skincare products. Their hero products include their Crystal Retinal Serum and their Vitamin A-based products and they have a growing presence in the US, complimentary to L’Oréal’s strategic focus. Through this acquisition, Medik8 will expand globally through L’Oréal’s distribution network, whilst L’Oréal has strengthened their portfolio of successfully proven, much-loved, scientific skincare brands.
If you are a brand looking to be acquired, when considering an acquisition, it is important to factor in how this acquisition benefits both parties and how jointly you can leverage your strengths to maximise long-term profitability and growth.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’