Unilever signed the agreement to acquire Paula’s Choice from global private equity firm TA Associates for an undisclosed sum; a deal expected to close in Q3 2021. The personal care major said Paula’s Choice was a “digital-led” skin care brand and “pioneer” of science-backed products and direct-to-consumer (D2C) e-commerce.
“Paula’s Choice offers powerful content and digital tools to demystify the science behind skin care, including an extensive ‘Ingredient Dictionary’ that breaks down the research behind nearly 4,000 ingredients, and ‘Expert Advice’ – a curated online hub of skin care and ingredient knowledge,” Unilever said.
Founded in 1995, the brand offered a large range of skin care products, including face cleansers, exfoliants, serums and retinol treatments. Its products were distributed worldwide through a large D2C network and were also available in select prestige retailers in Europe, North America and Asia.
‘A mission-based brand rooted in truth and transparency’
Vasiliki Petrou, executive vice president and CEO of prestige at Unilever, said: “We are thrilled that Paula’s Choice will join our Unilever Prestige family. Paula’s Choice is a true pioneer in the digital space for beauty and has created a mission-based brand rooted in truth and transparency. We can’t wait to introduce the brand and its iconic products to an even bigger audience.”
Sunny Jain, president of Unilever beauty and personal care, added: “Developing Unilever’s portfolio in the high growth premium skin care segment is one of our strategic priorities and I’m excited that Paula’s Choice is joining us on this journey.”
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June 15, 2021 at 03:12PM
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Unilever to acquire Paula's Choice from TA Associates under prestige beauty division - CosmeticsDesign-Europe.com
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