Today it was announced that Estée Lauder is buying BECCA Cosmetics. The acquisition is expected to close in November 2016. Logical Harmony first posted about the rumors circulating that Estée Lauder had their eye on BECCA Cosmetics a few weeks ago (details below), but neither brand would comment on the matter. Today, both brands made statements about the future acquisition.
BECCA is a cruelty-free brand with lots of vegan options. While they are saying that the future acquisition will not change their animal testing policies or cruelty-free stance, Estée Lauder is known for not being a cruelty-free company.
If you are a longtime Logical Harmony reader or subscriber on YouTube, you know how much I love their products and use them often. I am very sad about this change and, as a consumer that does not purchase from brands who are owned by a parent company that does test on animals, BECCA will be losing my business.
The brand posted this on Instagram as a statement about the acquisition.
“Our #BECCAbeauties are at the heart of everything we do. That’s why we’re excited to share the news that we are joining The Estée Lauder Companies’ family of brands.
At BECCA, we believe light is the essence of beauty. We are dedicated to each and every one of ours fans and your own individual take on beauty. That’s why we are committed to being inclusive, with balanced shade ranges for all skin tones, from the fairest to the deepest.
Our new colleagues will give us extra support to share our vision and our products, connecting with even more #BECCAbeauties across the world. As always, our beloved formulas will continue to be what you know and love, and we stand by our promise to be cruelty free and not to test on animals.
Our fans mean the world to us. Thank you so much for all of the love, support and guidance you have shared over the years. We are excited to continue the journey with you!”
A statement was released from Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder Companies Inc. –
“BECCA Cosmetics is a wonderful addition to our portfolio of prestige beauty brands. Its unique focus on complexion products that flatter a wide range of skin tones, combined with its sophisticated yet accessible consumer and digital engagement across channels has inspired a devoted fan base. We see terrific growth opportunities for BECCA as it expands globally and continues to cultivate its online and digital expertise. We are excited to work with Bob, Jim, and the entire BECCA team to continue building on the brand’s terrific success.”
While not included in the official press release, another source cited Freda as stating –
“We believe Becca Cosmetics is ready to be leveraged further. We are well positioned to add amazing resources in social media, product development, research and development, and access to suppliers around the world. The other big resource is the access to global markets.”
As well as from Bob DeBaker, President and CEO of BECCA Cosmetics –
“The Estée Lauder Companies is the ideal home for BECCA. The Company has the scale and vision to help elevate BECCA to its next phase of growth while encouraging us to continue to build our unique brand equity. We believe that beauty products should reflect a diverse range of skin tones and help all women create a naturally beautiful, yet individual look – and ELC is incredibly supportive of our mission. We’re thrilled to be joining the team.”
What do you think of this business change for BECCA Cosmetics? Will you continue to purchase their products?
Editor’s note: The following content was originally posted on September 28, 2016 and was originally titled: “Is Estée Lauder Buying Becca Cosmetics?”
Rumors are circulating this morning about cruelty-free brand BECCA Cosmetics. BECCA is a very popular cruelty-free brand with vegan options that many of us rely on and love. Now rumors are circulating that Estée Lauder has their eye on purchasing BECCA. Estée Lauder is a cosmetics giant that has been buying a lot of popular cosmetics brands over the years.
BECCA was set to be sold to two private equity investors this summer for $200 million, but the deal never went through. Now the exclusivity agreement has expired which leaves BECCA open to talk to other potential investors. While Estée Lauder and BECCA have not confirmed this rumor, it has been reported to WWD that there is interest in Estée Lauder buying BECCA Cosmetics.
I have reached out to BECCA Cosmetics for comment about this rumored sale but have yet to hear back. At this time, BECCA Cosmetics organizational structure has not changed and they are cruelty-free, without a parent company who tests on animals, and offer many vegan options. When I do hear back from BECCA, I will update this post with more information.
If they are purchased by Estée Lauder it’s impossible to know at this time if that would impact their cruelty-free stance. However, for consumers like myself that avoid brands with a parent company who tests, this would mean us having to find new products and BECCA losing some consumers. BECCA has been one of my favorite cosmetics companies for a long time and I would be very sad if I had to replace their products in my beauty routine.
What can you do at this time? The best thing to do is let BECCA know that you support their current cruelty-free stance and don’t want them to be owned by a company like Estée Lauder. This purchase is a rumor at this time, which means it’s a very key time to use your voice to let BECCA know how they can keep you as customer. In these situations, approaching the brand calmly and politely can also go a long way as well.
If you remember, this has come up in the past when Estée Lauder was interested in purchasing Too Faced and Too Faced opted to seek investment elsewhere.