Unilever invests in expansion of TIGI Cosmetics brand with licensing agreement

By Simon Pitman

- Last updated on GMT

Unilever invests in expansion of TIGI Cosmetics brand with licensing agreement

Related tags Cosmetics

Unilever, owner of the TIGI Cosmetics professional salon brand, has entered into a global licensing agreement that aims to expand the market reach of the US-based brand.

Unilever and TIGI have chosen Naterra International for the job of increasing the marketing and distribution scope of the brand, which is established as a significant niche contender in the North American and certain European markets.

Texas-based Naterra has proven expertise in both product innovation and distribution, and has a 320,000 square foot manufacturing, research and distribution hub just outside of Dallas, where it provides custom formulation services.

Naterra behind Tree Hut and Baby Magic

Naterra has capabilities in these areas of expertise having developed and grown a number of innovative brands in recent years, including the Tree Hut, Baby Magic and Aqua Spa brands.

The TIGI brand was launched in 1989 and has become a leader in the professional cosmetics market, providing products targeting the face, eyes and lips categories for the color cosmetics market.

Over the years the TIGI Classic range gave way to the Bed Head make-up range and in 2009 the TIGI Haircare business was acquired by Unilever, which included the cosmetics lines, and ultimately led to the cosmetics brands being given a revamp in 2012.

TIGI aims to maintain lead on innovation

“With TIGI's impressive history in the beauty realm, and Naterra's innovation and distribution capabilities, we hope to blaze the trail of fashion-forward makeup artistry.”​ Said Jin Song, Naterra CEO.

Unilever has managed to expand its footing in the global cosmetics and personal care market with the acquisition of a number of leading and innovative brands in recent years, which included TIGI brand.

Other big-selling brands that have helped the company to increase its market share and stay competitive against major rival P&G have included the continued success of mega brands such as Dove, Axe and Simple.

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