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23 Oct

Estée Lauder Buys Becca Cosmetics

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The Estée Lauder Companies, Inc., the American beauty conglomerate has signed an agreement to acquire Becca Cosmetics from beauty incubator Luxury Brand Partners. The terms of the deal were not disclosed, although industry sources suggest the conglomerate paid around $200 million for the business, which was founded in 2001 and is set to generate approximately $80 million in revenue in 2016.
Becca is the latest in a string of small-to-mid-size brand acquisitions made by The Estée Lauder Companies, including By Kilian, Glamglow, Frederic Malle, Le Labo and Rodin Olio Lusso. However, Becca is the first colour cosmetics company to join the group since it acquired studio makeup line Smashbox in 2010.
Becca’s strength is not in what might traditionally be thought of as colour cosmetics lipstick, blush, eyeshadow, but in complexion and luminosity  foundations, highlighters and concealers. The market for complexion products has soared with the rise of social media and, in particular, YouTube tutorials. An application technique that requires the sort of highlighters and foundations Becca sells.
In 2015, Becca launched a collaboration with YouTube star Jaclyn Hill, who the brand reached out to after a video she did featuring its “Shimmering Skin Perfector Pressed” more than tripled sales of the product in just one week, making it Becca’s number-one selling SKU on Sephora.com. The first product Hill and Becca created, the “Champagne Pop” highlighter, remains its most popular SKU overall.
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