This week, Keystone announced that it has acquired the color cosmetics contract manufacturing company Make Up My Cosmetics, a company that will complement the existing offerings of Keystone’s nail coatings divisions, known as Polychromatic and Centre 7.
As with many acquisitions these days, the Keystone MUMC deal is being positioned as one that benefits both companies as well as the industry at large. “The acquisition allows MUMC access to Keystone’s global R&D resources” Carol Neary, founder of MUMC says in a media release about the deal.
For MUMC, it’s a chance to do business on a larger scale and draw on resources the company would not have otherwise have had access to: “This will enable us to offer a much broader range of innovative products, packaging and ideas,” explains Neary.
And as is also the practice in acquisitions these days, Neary will remain president of MUMC even as the company itself transitions to become a division of Keystone.
MUMC specializes in providing a full spectrum of color cosmetics products, filling, and packaging for a low cost and with very low minimums.
As the company site explains “private labelling [, adding your logo to our products, ] allows you to position yourself on the market in a professional manner and enables you to compete with confidence against the major brand names.”
MUMC will label fewer than 50 components or boxes for a customer. Custom shades or formulations can be had in batches of fewer than 150 items. And the company offers dozens of product configurations in the complexion, brows, lips, and eye color categories.
In its new manifestation MUMC will remain in San Diego, California, where the company was founded in 2003.
For Keystone, the new business division means serving customers with a fuller range of color products. And as is well documented in the industry, color is booming just now. The company is anticipating that this new offering will make it a go-to for color brands looking for a quick route to new product. As the media release puts it, “the acquisition expands Keystone’s portfolio of beauty products as Keystone strives to offer one-stop shopping to its beauty partners and their brands.”