Estée Lauder Acquires BECCA Cosmetics
The Estee Lauder Companies, Inc. has acquired BECCA Cosmetics from Luxury Brand Partners for an undisclosed amount. BECCA was founded in 2001, and is expected to earn approximately $80 million in 2016. It's mostly known for its non-Caucasian clientele, contouring products and collaborating with YouTube celebrities.
Total Retail's Take: The acquisition of BECCA Cosmetics is a good move for Estee Lauder. The company has been working very hard over the past few years to change its image and become more relevant to the younger beauty customer. Kendall Jenner, for example, signed on with Estee Lauder to be the "face" of the company. This latest deal with BECCA Cosmetics brings Estee Lauder even further into Gen Z territory. Jaclyn Hill, for example, a beauty blogger with more 3 million subscribers — many of them in the Generation Z demographic — used BECCA’s products in a makeup tutorial that resulted in a tripling of sales for the brand.
Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.