Unilever Plc, L’Oreal SA, and Estee Lauder Companies Inc are in a tight race to acquire the highly popular British makeup brand, Charlotte Tilbury Beauty Ltd, according to Bloomberg. The coveted brand, created by renowned makeup artist Charlotte Tilbury, has sought the assistance of advisers from Goldman Sachs Group and Jefferies Financial Group to facilitate the sale process. Insiders have indicated that the company could fetch a price tag of over 1 billion pounds ($1.24 billion).
Apart from Unilever, L’Oreal, and Estee Lauder, other interested parties vying for the acquisition include Puig, the company responsible for well-known fragrance brands like Penhaligon’s and Paco Rabanne, and Japanese cosmetics-maker Shiseido Co Ltd. Additionally, several private equity firms have also expressed their interest. While it is anticipated that a decision on the winning bidder may be reached as early as May, Bloomberg cautions that final decisions have not yet been made and the ongoing negotiations may not necessarily result in a deal.
Spokespersons from both L’Oreal and Unilever have chosen to remain silent regarding the matter. Likewise, representatives from Charlotte Tilbury, Puig, Estee Lauder, and Shiseido were not available for immediate comment.
This potential acquisition aligns with a recent trend among major beauty product companies, including giants like Unilever and L’Oreal, who have been actively acquiring niche and premium brands to tap into the lucrative millennial market. This demographic is heavily influenced by social media trends and seeks out personalized and unique beauty options. Unilever, for instance, made headlines with its acquisition of San Francisco skincare brand Tatcha for a stunning $500 million, and also expanded its portfolio by acquiring French brand Garancia in the previous year. L’Oreal, on the other hand, has been strategic in its acquisitions and has successfully added popular skincare brands like IT Cosmetics, CeraVe, and La-Roche Posay to its repertoire.