Posts Tagged ‘Aloette’

THE BUSINESS OF BEAUTY: ASTRAL ACQUIRES BUTTER LONDON

Wednesday, July 11th, 2018

Astral Hair & Beauty,  parent company of PÜR Cosmetics, Cosmedix, and Aloette, has acquired makeup and nail brand, Butter LONDON.  While known primarily for its 3-Free nail products, with this new infusion of cash, the Seattle-based beauty company is expected to expand its color cosmetics line.  “We’ve evolved the brand to be more of a color cosmetics line, still having nail as an anchor, because that’s what we’re known for,” Sarina Godin, president of Butter LONDON, shared with WWD.  “We have struggled,” she continued with “lack of funding to do some of the things the brand needs to do to be competitive, and with the ever-changing beauty industry and trying to keep up, we’ve had some challenges.”  Chairman and chief executive officer of Astral, Robert Cohen, anticipates that the acquisition will help leverage Butter’s infrastructure.  “We’ve worked for a decade to build infrastructure to reduce and leverage our cost structure so we can put the money back into the marketing, the product, the salespeople — the consumer-facing part of the business,” he said.