L’Occitane speeds up expansion into colour makeup

By Lucy Whitehouse

- Last updated on GMT

L’Occitane speeds up expansion into colour makeup

Related tags Chief executive officer Cosmetics

L’Occitane International S.A. has announced it is taking a 40% stake in US-based natural skin care and personalized makeup company, LimeLight.

The France-headquartered skin care company says it also plans to invest in a majority stake in a joint venture with LimeLight to develop the business model outside of the United States.

L’Occitane offers natural beauty products and organic cosmetics products ‘inspired by the south of France art de vivre and Provencal beauty secrets’.

“The [LimeLight] investment fits into the Group’s strategy to build a leading portfolio of cosmetics brands based on natural ingredients, while also speeding up its expansion into the colour cosmetics sector​,” explains L’Occitane.

It will also add further value to its ongoing omni-channel expansion strategy through the incorporation of LimeLight’s unique distribution and online sales business model.​”

What is LimeLight?

Founded in 2015 by the Alcone Company, LimeLight by Alcone offers all-natural skincare lines and personalised colour makeup palettes, with the ethos of ‘helping women everywhere look their best every day’ with its products.

It uses a multi channel/direct sales distribution network with beauty guides and an online presence in the USA. 

Mr. Reinold Geiger, Chairman and Chief Executive Officer of L’Occitane, said: “As we expand into the colour cosmetics sector and explore the growth potential from new business ideas, we have been actively looking for quality brands that align with our corporate ethos of using the best natural ingredients and respecting the environment, while also offering a high potential return on Investment.

“We have found the ideal partner with LimeLight, the company has great potential in the US and internationally and there is an excellent understanding and a true fit with the Management​.”

Common visions and values 

According to Michele Gay, LimeLight co-founder and co-CEO, the investment is the result of a shared brand identity.

"Our two companies share so many common visions and values. We applaud L’Occitane's forward-thinking understanding that connecting with consumers in this new digital age is not just about programming another device application, but also building and training a sales force that can capture a vast social media following and then help that following discover personalized beauty solutions through out-of-store, one-on-one relationships​.”

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