URBAN DECAY BEING ACQUIRED BY L'OREAL

Photo from urbadecay.com

Our beloved makeup brand Urban Decay, from Newport Beach, CA, is being acquired by giant L'Oreal Luxe group. UD will join the L'Oreal group portfolio of cosmetic brands, which includes L'oreal Paris, Maybelline, Garnier, Lancôme, Shu Uemura, Kiehl's, Giorgi Armani, YSL Beauté, among many others), as reported by WWD.  The amount of the transaction has not been revealed and the acquisition still awaits regulatory approval, which should happened by the end of 2012.

In addition to the great results in 2012 with recorded net sales of US$ 130 million, the L'Oreal group was attracted to UD for its amazing colored eyeshadows and eyeliners.

According to Nicolas Hieronimus, president L’Oréal Luxe, Urban Decay is “the makeup specialist we needed to fully satisfy young women in search of playful colors and inspiration in selective distribution, at an accessible price point".

And from Urban Decay's perspective “L’Oréal’s strong innovation capabilities and presence in every channel of distribution will enable Urban Decay to reach its full potential in the marketplace,” stated Tim Warner, general manager of Urban Decay.




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