Well, it seems like it's beauty brand buying season. First we heard that Avon were the proud new owners of Liz Earle, next L'Oreal purchased Essie, the professional nail care brand, and today it was announced that Estée Lauder have acquired the US make-up company Smashbox. A modern day Max Factor (it was started by the great grandsons of Max Factor Dean and Davis) it specialises in film quality professional make-up which is available to both the regular consumer and the professionals. One of QVC's top selling brands with cult favourites such as their primer and concealer, known for their long wearing formulas and photo finish quality, it's been a year on year growth success with more and more beauty addicts learning about the wonders of the brand. John Demsey, Estée Lauder Companies' Group President said "We are excited to be acquiring a uniquely positioned cosmetics brand and Smashbox fits perfectly within our DNA". We're excited as this could mean that Smashbox might become more widely available as its current distribution is fairly limited, so look out for a Smashbox counter near you soon!
- Lauren Murdoch-Smith, Associate Beauty Editor