Mon, 12 May 2025 | BUSINESS SALE
East Sussex-based beauty business BeautyPro has acquired skincare brand Skin Sapiens for an undisclosed sum as part of its expansion strategy. The deal aims to provide BeautyPro with further growth opportunities and comes as the group seeks to bolster its portfolio through acquisitions.
Acquisitions have formed a core part of the firm’s growth strategy, with the deal for Skin Sapiens following its takeover of Wildtree Skincare last year. The group says it is currently on track to its eight-figure revenue target for 2025.
Skin Sapiens will complement BeautyPro’s existing portfolio. The company, which was founded in 2017, specialises in natural, fragrance-free skincare for sensitive skin types and is known for its transparent use of ingredients and sustainable packaging.
The business has a strong, loyal customer base and claims a repeat purchase rate of 43 per cent, along with six figure revenue and is stocked with national retailers.
According to a statement from BeautyPro: “Despite limited recent marketing investment, the brand retains robust growth potential, bolstered by its solid supply chain and plans to expand into suncare and haircare segments.”
Following the acquisition, BeautyPro says it plans to make significant investments in Skin Sapiens, focusing on entering new global markets, expanding the company’s distribution and refining its digital marketing.
BeautyPro Managing Director Ibs Ansari commented: “This acquisition reflects our clear strategy to grow through targeted acquisitions of innovative, founder-led brands. We believe Skin Sapiens has exceptional growth potential, aligning perfectly with our values of sustainability, efficacy, and consumer-first solutions.”
Ansari continued: “We’ve also invested into our new headquarters that has become the new home for the business which expands across over 14,000 sq ft of warehousing and offices designed to support our growing team, will be a creative hub for nurturing these brands and driving further innovation.”
M&A has played a key part in the cosmetics sector's recovery since COVID-19.
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