Unilever is acquiring Paula’s Choice for an estimated 2 billion dollars. Unilever, parent brand of brands like Dove, has not responded to requests for comment about this deal but according to industry sources this deal is sealed. We heard a few days ago that Paula’s Choice might be going public soon but the news about Unilever acquiring the entire is a bit more shocking.
Considering many of the brands Unilever parents are very main stream and readily available at drugstores and supermarkets one wonders if at some choice if Paula’s Choice will be available at your local CVS or Walgreens in the future. That being said Unilever also owns more skincare brands such as Tatcha, Murad, Dermalogica, Kate Sommerville and Ren.
Paula’s Choice is expect to do well over 300 million is sales this year. According to the brand’s marketing director the brand has garnered more attention with the Gen Z demographic across platforms like Tiktok. Honestly, my FYP on Tiktok has very little to do with beauty so I can’t say that Paula’s Choice is something I’ve seen across the platform personally but I do know that Paula’s Choice has made a bigger splash on Instagram lately.
TA Associates acquired the brand back in 2016 and has undergone changes in terms of price increases and frequency of releases which not everyone is a fan of but with this new deal in the world I suspect we can see even more bigger changes in the future.
As further information becomes available I’ll post about it!
What do you think of this news?