Breaking Beauty News: Smashbox sold to Estee Lauder!

By | May 18 2010 | 18 Comments

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?

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18 Replies to "Breaking Beauty News: Smashbox sold to Estee Lauder!"

  • Aisling Aphrodite says:

    Knew there was something like this afoot when they moved their PR and distribution to the UK…

  • Kirstie says:

    yeah I had a bad feeling about that too, they did an excellent job with it here.

  • baby in a corner says:

    i presume that figure is in millions! ;)

    Smashbox are huge in Ireland so their PR must be working pretty well up til now!

  • Aisling Aphrodite says:

    Baby – yes that’s a pretty cheap price if not!

    Smashbox PR was brilliant in Ireland, such a shame to see it going out

  • Kirstie says:

    haahaa yes, I noticed that and changed it. Very cheap if not. I’ll have two smashboxes if you please!

    They did really well on the PR side here and that’s a large part of why the brand grew so big. It’s a shame to see it go to the UK because the Irish press will always come a poor second in that case and it’s understandable in a way – the media in the UK is huge and will invariably take up a massive part of their time. Distribution remains here, as far as I am aware. But no doubt that will all change now with the Estee acquisition.

  • Perfect Brunette says:

    I realy like smashbox,but now We will see in a future what will hapens

  • baby in a corner says:

    yeah i’ve a few eyeshadows and they are great quality, especially love the matte black one i have which is a really true matte black (so many blacks are actually blue tinged)

  • BerG says:

    I love this brand, its a pity to see it beeing gobbled up by the big boys.

  • I am a big fan of SM, very sad to hear this news…:(

  • Janeymacd says:

    Does this also mean the Gosh are switching to the Dark (EL) side? Am I wrong in thinking the Gosh are (were!) owed by same please as Smashbox?

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