Reuters reports today that L’Oreal brought It Cosmetics for a whooping 1.2 Billion dollars! Apparently, L’Oreal buying It Cosmetics is one of their largest acquisitions in eight years and the sale is a cash transaction according to a variety of news sources.
It Cosmetics launched an exclusive Ulta Brush Collection in 2014 and word broke earlier this year that It Cosmetics would be available at Sephora. It Cosmetics continues to grow on many different levels and one wonders what to expect to the brand once the sale goes through to L’Oreal later this year.
L’Oreal also recently acquired niche perfume house Atelier as well earlier this Summer. I find it very, very interesting L’Oreal is focusing their eye on indie and niche brands not to mention they also mid to high end brands such as Urban Decay, Armani, Maybelline, Clarisonic, and more.
It Cosmetics has a rather interesting cult following in my opinion. It’s a very popular brand on the Internet but if you ask someone about it on the street they likely won’t be entire familiar with it unless they are a hardcore beauty and makeup junkie. None the less, It Cosmetics has proven that a small company can very, very quickly turn into an super success story when they offer up quality products that are embraced and loves by the masses.
I look forward to seeing what new things we can expect from It once the sale goes through. I also hope this doesn’t mean things will change. I feel like Urban Decay’s formula has changed a little but since the L’Oreal acquisition. Hopefully it’ll be business as usual for It Girls and Guys!
What do you think of L’Oreal buying It Cosmetics?
Feel free to voice your opinion!