THE WHAT? UK-based cosmetics group Revolution Beauty has scrapped its sale process and reinstated co-founder Tom Allsworth as CEO, with fellow co-founder Adam Minto returning in a consultancy role, as the struggling company seeks to reset strategy and restore growth.

THE DETAILS The leadership shake-up comes after years of accounting probes, management turbulence, and declining sales that wiped out nearly 98% of the group’s market value since its 2021 peak. The company will pursue cost reductions, a £15 million (US$20.1 million) equity raise backed by Debenhams and its founders, and fresh licensing deals, including exclusive supply talks with Debenhams. First-quarter sales fell 29%, with second-quarter revenues expected to drop about 25%, weighed down by heavy discounting, tariffs, and slowing demand. Revolution Beauty had launched a sale process in May but rejected offers from suitors including True private equity, while Frasers Group withdrew its pursuit in June. Shares rose 10.4% following the announcement.

THE WHY? For B2B partners and investors, Revolution Beauty’s return to founder-led management signals an effort to rebuild brand equity, strengthen balance sheet resilience, and stabilise operations. The revival strategy highlights the continued challenges facing mid-market beauty brands amid discount-driven sales pressure, rising costs, and shifting retail dynamics.

Source: Reuters