Markwins Beauty Brands has completed a transaction that will usher the brand of LORAC Cosmetics, LLC under the umbrella of Markwins. LORAC Cosmetics was founded two decades ago by Hollywoodbeauty legend and PRO makeup artist Carol Shawafter she saw the need to develop products that wouldn’t irritate her celebrity clients’ sensitive skin. What resulted was a line of professional, red carpet ready formulations with skin-friendly ingredients available to all. Shaw will continue to work with Markwins as lead consultant on the brand.
“LORAC is the original professional makeup artistry brand, and Markwins is excited to add its unique market-positioning to our expanding brand portfolio,” said Stefano Curti, Global President of Markwins. “With LORAC, Markwins enters the prestige channel with an iconic Hollywoodmainstay – expert products created under the intuition of makeup legend Carol Shaw, resulting in technologies that compel even the sharpest of beauty enthusiasts’ critical eye.”
As one of the largest privately-owned beauty companies, Markwins continues its industry growth with its fourth major acquisition in fifteen years. Markwins acquired AM Cosmetics with brands wet n wild and Black Radiance in 2003, Physicians Formula Holdings, Inc. in 2012, and Aspire Brands assets Bonne Bell and Lip Smacker in 2015. With the addition of LORAC, Markwins will complement its already well-established mass beauty portfolio with the addition of this prestige brand.