We chatted recently about the L’Oreal group’s acquisition of Essie and how so many smaller brands are being gobbled up by the majors. I always sigh a little when this happens – it’s a blow for anyone who likes to buy, support and use indie brands, and it all adds up to a homogenised beautysphere I’m not too sure I like.
Rumours have been abounding for a while that the sniffer dogs were scoping out Smashbox – a brand which has a firm foothold and many fans in Ireland – and today, WWD confirms that it’s true. [subscription required to read the full article] “Lauder said Monday it has signed a definitive agreement to buy the Los Angeles-based makeup brand, founded in 1996 by Dean and Davis Factor, the great-grandsons of legendary Hollywood makeup artist Max Factor. The acquisition includes a minority stake in Smashbox Studios, the Los Angeles photo facility started by the Factor brothers in 1991. The deal is expected to close in July, subject to certain conditions, including regulatory approval,” the paper said.
Price? Between $200-$300 million, sources estimate. What do you think? Is this a good move for Smashbox, or will it turn you off the brand?