L’Occitane buys 40% stake in US brand LimeLight
Four months after selling the fragrance and natural skincare brand Le Couvent des Minimes to the HLD investor group in association with Filorga laboratories and SVR, L’Occitane International has bought a 40% stake in US brand LimeLight by Alcone, for an undisclosed amount. L’Occitane is planning to set up a joint-venture company with LimeLight, in which the French brand will hold a 60% stake, with a view to grow the skincare and make-up label's business outside the USA.
LimeLight was founded in 2015 and its range includes skincare lines strong on natural ingredients, and make-up products for which customers can create personalised colour palettes. The brand is sold via its own team of beauty consultants, the LimeLight Beauty Guides, and online. L'Occitane is keen to export the same business model outside the USA.
L’Occitane International owns the L’Occitane en Provence, Melvita, Erborian and L’Occitane Brazil labels, and by acquiring a stake in LimeLight it has strengthened its portfolio of natural ingredients-based brands. The acquisition also means that the group, which is listed on the Hong Kong stock exchange, has now stepped decisively into the make-up market.
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