P&G Ouai acquisition is part of larger multinational move to fill portfolio gaps, says Euromonitor
By Ravyn Cullor
- Last updated on
Tis the season for brand acquisition before the New Year, and a research analyst as Euromonitor says P&G’s acquisition of Ouai is part of a larger trend of multinationals absorbing cult-favorite indie brands.
The multinational’s acquisition of hair care brand turned full personal care brand, founded by celebrity hairstylist Jen Atkin, comes with a wave of other indie acquisitions, like P&G’s acquisition of skin care brand Farmacy, L’Oreal’s acquisition of skin care brand Youth to the People and Edgewell’s acquisition of razor brand Billie.Read more...