THE WHAT? Belle Brands, the beauty platform backed by private investment firm Windsong Global, has acquired biotech-powered hair wellness brand Vegamour, adding it to a portfolio that includes JVN Hair, Pipette, KVD Beauty and Versed.
THE DETAILS Vegamour specialises in clinically backed hair and scalp products and has exclusive retail distribution through Sephora. Under Belle Brands, the business will benefit from the platform’s shared operating infrastructure, which is designed to reduce costs and increase investment across product development, retail partnerships and consumer marketing while maintaining the individual positioning of its brands. Belle Brands said it plans to strengthen Vegamour’s Sephora relationship and invest in new product development to support further growth. Financial terms of the acquisition were not disclosed.
THE WHY? The acquisition strengthens Belle Brands’ position in the growing hair wellness category while demonstrating its strategy of building scale through a portfolio of differentiated beauty businesses, using shared resources to support product innovation, distribution and growth.
Source: PR Newswire
