Unilever Adds Paula’s Choice to Its Extensive Portfolio of Beauty Brands
Acquired in a $2 billion USD deal.
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.
Elsewhere in the world of beauty, Hung Vanngo gives us the lowdown on post-pandemic makeup.