Up and Coming Independent Beauty Firms Snapped Up by Major Players, Business and Industry Trends Analysis

Top beauty firms such as Estee Lauder, L’Oreal and Coty are hunting for popular startups to acquire, in order to boost revenue and enhance customer perceptions of these well known, traditional brands. For example, L’Oreal bought IT Cosmetics, an up and coming makeup company founded by a former news anchor with a skin condition that required natural looking coverage, for $1.2 billion in August 2016.  A major acquisition, indeed, especially in light of the fact that IT Cosmetics’ previous twelve-month revenue was only $182 million.  The trend continued in 2018 when L’Oreal bought ModiFace, a Canadian beauty tech company that…

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