THE WHAT? The Revolution Beauty Group has acquired BH Cosmetics for US$3.9 million, financed through the Group’s existing cash resources.
THE DETAILS Launched in Los Angeles in 2009, Badass with Heart (BH) Cosmetics sells vegan and cruelty-free cosmetics aimed at Gen Z consumers. The brand sells through its own direct to consumer (DTC) channel, and several focused retailers across the US and Germany.
According to a press release, “Revolution Beauty will consolidate BH Cosmetics into the wider Group’s operations over the course of 2022, leveraging synergies across existing product development, supply and distribution. Revolution intends to re-energise the BH brand with new products and utilise both Revolution Beauty and BH’s relationships in the US, UK and internationally.
“Given this, sales attributable to the acquisition during the first half of the financial year ending 28 February 2023 are expected to be minimal as Revolution Beauty onboards new BH suppliers, builds stock levels and integrates BH into the Group’s operations.”
THE WHY? BH Cosmetics is said to complement Revolution Beauty’s existing portfolio, building on its digital first and global platform strategy.
The acquisition will facilitate accelerated expansion into key markets, notably the US, and will build the brand’s reach in key categories.