Lauder Acquires Another Small Brand

cosmetics-1543276_640If you aren’t a web stalker like myself, then you may not know that Estée Lauder has once again purchased a smaller, yet well-known (in partial thanks to Jaclyn Hill) cosmetics brand. The cosmetics giant acquired Becca from Luxury Brand Partners for what is being said is a hefty sum. Forbes touts “[the] search for the flawless face” as EL’s reasoning behind the purchase. My personal take on the matter…in the world of beauty it’s EL’s world and the rest of us just live in it. One of the oldest beauty companies, Lauder has been around since 1946 when screen sirens like Eva Gardner were all the rage. Having started with just four products in their arsenal; the Estee Lauder Companies now own over 30 beauty brands. Needless to say, Mrs. Lauter (may she rest in peace) has certainly earned her keep.

So what is Becca, also known for being a cruelty-free brand, saying about all of this? The official statement can be found on their website under their FAQs. “Our #BECCAbeauties are our guiding light. The past few years have been amazing and we have grown tremendously. We appreciate all of your support and love to help get us where we are today. As we continue on our journey, we are excited to join The Estée Lauder Companies family. With their extra support, we will be able to bring our products and vision to even more #BECCAbeauties worldwide.” Other cruelty-free brands such as Urban Decay and NYX have also joined the EL Companies and maintained their commitment not to test on animals. Will it be the same for Becca? Only time will tell.

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