L'Oréal buy cosmetics brand Urban Decay

26th November, 2012

L'Oréal have acquired make-up brand Urban Decay in a deal reportedly worth $300-$400m. Urban Decay have previously sold three fragrance: Pistol, Sin and Go – though these are long discontinued.

Urban Decay was founded in 1996 by David Soward, Wende Zomnir, Patricia Holmes, and Sandy Lerner. The company was sold to LVMH in 2000.

In 2003 the brand was sold to Falic Group as LVMH were slim-lining its portfolio, and in 2009 Urban Decay was purchased by Castanea Partners.

"Urban Decay will beautifully complement L'Oréal Luxe's portfolio of iconic brands. It is the make-up specialist we needed to fully satisfy young women in search of playful colors and inspiration in selective distribution, at an accessible price point. It is totally additional to our existing propositions and as such it will contribute significantly to the growth of the Division in the years to come," said Nicolas Hieronimus, President L'Oréal Luxe.

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