British brand Feelunique has acquired beauty brand The Beautyst, expanding its foothold in the French cosmetics market.

A popular online French brand that offers products as well as a blog, The Beautyst has a strong social media following and is a strong move for Feelunique, which is developing its presence outside of the UK.

Feelunique Chief Executive Joel Palix said, “Feelunique’s unrivalled portfolio of beauty products and The Beautyst’s large and dedicate online beauty community is a powerful combination.
“The acquisition of The Beautyst further accelerates our vision to become the lead player in online beauty in France, which is a strategically important market to us given its currently low online penetration. This acquisition will also strengthen our position amongst millennials, a key audience for us.”

Continuing, he stated that the merger would allow the company to communicate with ‘a combined customer base,’ utilizing the 600,000 followers The Beautyist boasts across numerous social media channels.