Elf Magnificence to double skincare gross sales with acquisition of Naturium


THE WHAT? Elf Magnificence has signed a definitive settlement to amass Naturium for US$355 million. The money and inventory deal is anticipated to finish by the top of subsequent month.

THE DETAILS The deal is anticipated to double Elf Magnificence’s presence in skincare to roughly 18 % of retail gross sales.

Elf will proceed to function the Naturium enterprise from its headquarters in LA. The model is anticipated to generate roughly US$90 million in internet gross sales and US$17 million in adjusted EBITDA this yr.

THE WHY? Tarang Amin, Elf Magnificence’s Chairman and Chief Govt Officer, reveals, “Naturium aligns with Elf Magnificence’s imaginative and prescient to create a unique form of magnificence firm with manufacturers constructed to disrupt norms, form tradition and join communities by way of positivity, inclusivity and accessibility. Nearing twenty years in enterprise, we proceed to ship distinctive outcomes.

“In August, we raised our Fiscal 2024 outlook after posting quarterly internet gross sales progress of 76 %, marking 18 consecutive quarters of greater than 20 % gross sales progress on common. Elf SKIN is likely one of the quickest rising skincare manufacturers, and Naturium becoming a member of Elf Magnificence presents a novel alternative to considerably speed up the potential we see in skincare.”


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