Shiseido Set to Sell Laura Mercier, BareMinerals, and Buxom
We all knew it was coming and the rumours were circulating but we have confirmation today that Shiseido will sell Laura Mercier, BareMinerals, and Buxom to a private equity firm, Advent International. Shiseido Japan could be struggling slightly under the weight of the lockdown as it heavily affected brands like Etude House who closed many stores across Asia and invested more on their online presence but as of now, there’s been no mention of issues with brands under parented by Shiseido in Japan.
Shiseido America is an entirely different story as they have sold off many of their personal case assets to QVC and have ideas to revamp their business model and focus on other categories. Shiseido purchased Bare Minerals for 1.7 billion back in 2010 with Leslie Blodgett (founder and creator of Bare Minerals) remaining with the company until 2016. Shiseido purchased outstanding shares for $18.20 at the time of the sale which was actually 41% over its three-month average.
Masahiko Uotani, president and CEO of Shiseido Group says, �While BareMinerals, Buxom and Laura Mercier have been a core part of our portfolio and have benefitted from Shiseido�s stewardship to date, we believe Advent is uniquely positioned to continue supporting all three brands alongside their talented teams moving forward.� Shiseido still currently holds Cl� de Peau Beaut�, NARS, and Drunk Elephant as well as fragrance brands.
The quality of both Bare Minerals, Buxom, and Laura Mercier has undergone some change but for the most has remained very good compared to the changes we’ve seen when Estee Lauder or L’Oreal Groups was involved in a take over. I hope that going forward Advent International give us a good experience with all three brands as it would be a terribly shame of Laura Mercier ended up as badly as Bobbi Brown did.
We’ll have to wait and see how things pan out!
I do not have amounts paid per brand as of yet but will share those details as they become availble. My guess would be not nearly as much Estee Lauder has paid for brands like Deciem, Too Faced, and It Cosmetics but I could be wrong.
How do you feel about this latest sale?