Becca cosmetics’ earning for this year are estimated at $80m. And while terms of the deal haven’t been formally released, WWD is citing sources that put the purchase figure at $240m. “We see terrific growth opportunities for BECCA as it expands globally and continues to cultivate its online and digital expertise,” says Fabrizio Freda, president and CEO of The Estée Lauder Companies, in a press release about the acquisition.
“BECCA Cosmetics is a wonderful addition to our portfolio of prestige beauty brands,” says Freda. “Its unique focus on complexion products that flatter a wide range of skin tones, combined with its sophisticated yet accessible consumer and digital engagement across channels has inspired a devoted fan base.”
On the right track
Becca has made smart choices about its product collection, retail partnerships, and global expansion strategy, making it a suitable brand for Estée Lauder to pick up. And for the past four years, the company has been part of Luxury Brand Partners
“The Estée Lauder Companies is the perfect company to take BECCA to the next level, especially on a global scale. I have so much respect for The Estée Lauder Companies, making this the perfect fit,” Tevya Finger, president and CEO of Luxury Brand Partners, remarks in the press release.
Many of the brand’s best-sellers are complexion products, like foundations, concealers, primers, highlighters, and blushes. And, Becca offers several of its foundations in as many as 20 shades that work for a wide spectrum of skin tones.
Having launched in 2001, the company sells through its own ecommerce site, in department stores, and in shops like Ulta and Sephora. “While the majority of the brand’s sales are in North America, [Becca] is currently engaged in a strategic global expansion with Sephora across Southeast Asia, Europe and the Middle East,” notes the Estée Lauder press release.
The company also points out that Becca does well on social media, Instagram in particular where @beccacosmetics has 1.2m followers.
The deal is an opportunity for Estée Lauder to reach a fuller diversity of consumers, of various ages and backgrounds. “We believe that beauty products should reflect a diverse range of skin tones and help all women create a naturally beautiful, yet individual look – and ELC is incredibly supportive of our mission,” Robert DeBaker, who’s been president and CEO of BECCA since 2011, tells the press.
“The Estée Lauder Companies is the ideal home for BECCA, …[with] the scale and vision to help elevate BECCA to its next phase of growth while encouraging us to continue to build our unique brand equity,” DeBaker says. “We’re thrilled to be joining the team.”