E.l.f. Puts Premium On ‘Clean Beauty’ With First Strategic Acquisition: W3ll People
W3ll People is expected to add a relatively modest $7m to e.l.f. Beauty’s fiscal 2021 top line, but the brand has “major white space” opportunities, including at Target, e.l.f.’s longest-standing customer. Further, its plant-based product line includes 40 “EWG Verified” products, reflecting expertise e.l.f. is eager to tap.
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Non-Hygiene Personal Care ‘Essential’ In California … For Now; COVID-19 Event Impacts; Cosmetics News In Brief
Santa Monica, CA-based law firm Conkle, Kremer and Engle warns that while all personal-care product businesses appear to be designated “essential” in the Golden State under its statewide “stay at home” order, officials could decide that the policy does not apply to manufacturers of non-hygiene products. More cosmetics news in brief.
CEO Mary Dillon noted during Ulta’s fiscal 2019 year-end call the rise of “clean beauty” at a time of growing interest in cosmetic ingredient safety. The retailer aims to provide its customers in 2020 with “a framework to help them evaluate products based on what's most important to them.”
Revlon’s new PhotoReady Prime Plus Primers include a Perfecting + Smoothing variant boasting the “EWG Verified” seal. Meanwhile, P&G’s Herbal Essences has extended its own use of EWG credentials. The developments signal increasing industry openness to partnering with a longtime rival in the interest of bolstering confidence and winning fresh business in today’s hazard-averse consumer climate.