Unilever Adds Paula’s Choice to Its Extensive Portfolio of Beauty Brands
Acquired in a $2 billion USD deal.
According to the latest reports from WWD, Unilever has bought skincare brand Paula’s Choice for approximately $2 billion USD, adding to its comprehensive dossier of personal care brands.
Although the exact terms of the deal are yet to be disclosed, it is expected to close in the third quarter of 2021, placing Paula’s Choice in the company of labels like Murad, Dermalogica, Kate Sommerville and Ren, as well as Tatcha. Early plans indicate that the new acquisition will join Unilever Prestige, run by Vasiliki Petrou, with the aim of bringing in a larger audience of customers. Petrou referred to the brand as “a true pioneer in the digital space” and “a mission-based brand rooted in truth and transparency.”
Regarding the takeover, Unilever’s Beauty & Personal Care president Sunny Jain said in a statement, “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.”
Founded in 1995, Paula’s Choice was an early advocate of ingredient transparency and was one of the first skincare brands to display an ingredient dictionary.
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