Estee Lauder buys stake in Indian brand Forest Essentials

By Guy Montague-Jones

- Last updated on GMT

Related tags: Estée lauder, Estée lauder companies, William p. lauder

Estee Lauder is targeting the fast-growing Indian market with the purchase of a minority stake in natural beauty brand Forest Essentials.

"Forest Essentials gives us a stronger presence in the rapidly expanding prestige beauty business in India,"​ said Estee Lauder CEO William P. Lauder.

Presence in growing Indian market

Estee Lauder entered the Indian market relatively recently, in July 2005, and now sells six brands in the country.

By taking a minority stake in Forest Essentials, Estee Lauder is signaling its interest in further developing its presence in India. However, the company refused to reveal the size of the deal.

Besides the benefits of a stronger foothold in the Indian market, investing in Forest Essentials will give Estee Lauder insight into traditional Indian approaches to beauty.

Estee Lauder CEO William P. Lauder said: "We have seen how more and more consumers around the world are interested in beauty products with a natural heritage. This agreement will help us expand our growing expertise and competitiveness in the natural products arena."

Modern trend fed by ancient wisdom

Forest Essentials' products contain essential oils and natural plant extracts. They are formulated to combine ancient treatments from Ayurveda scriptures to modern textures and scents, according to Estee Lauder.

Ayurveda is a traditional method of healing that is said to provide a harmonious balance between body and soul.

As such Ayurveda fits neatly with the health and wellness trend and has attracted the attention of global companies who are looking to apply the ancient Indian practice to the science of beauty.

Forest Essentials also expects to benefit from the agreement with Estee Lauder.

"We are delighted to gain The Estee Lauder Companies' brand-building and marketing expertise, which will help take Forest Essentials to the next level,"​ said Forest Essentials' CEO Mira Kulkarni. "We look forward to expanding our unique brand, which harnesses an age-old holistic philosophy to create a new beauty ideal."

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