Beauty | Business & Policy | Fashion Updates | Retail

eComplete Takes Control of Give Me Cosmetics, Aiming for Global Beauty Domination in Digital Space

Published: January 24, 2024
Author: Fashion Value Chain

UK digital retailer eComplete has made a significant move by acquiring a majority stake in Give Me Cosmetics, a rising star in the beauty industry, particularly on the popular social platform TikTok. The details of the deal remain undisclosed as eComplete, led by former executives from The Hut Group (THG), positions itself for strategic growth.

Give Me Cosmetics, recognized as one of the UK’s fastest-growing brands on TikTok, has already carved a niche for itself, with an impressive 60% of its sales attributed to social channels. eComplete, spearheaded by Andy Duckworth and Paul Gedman, former THG executives, plans to integrate Give Me Cosmetics into its existing beauty devices retail business, CurrentBody, which was acquired in 2021.

The overarching goal is to propel Give Me Cosmetics into a global brand, leveraging its success and influence in the digital space. Social media, especially TikTok, has played a pivotal role in the brand’s growth, and eComplete aims to capitalize on this momentum.

Paul Gedman, with a background of nine years leading THG’s beauty arm, emphasized the strategic vision of eComplete. “Our mission to build leading global e-commerce foundations to enable us to disrupt traditional [digital] investing is about identifying and helping unlock potential,” he stated. The success of CurrentBody, eComplete’s initial acquisition, stands as a testament to their effective business model.

Andy Duckworth echoed this sentiment, highlighting Give Me Cosmetics’ established position as a standout brand with a devoted customer base. The acquisition aligns with eComplete’s excitement about the brand’s current success and their broader strategic vision to unlock extensive opportunities for global expansion.

In essence, this move signifies a significant step in eComplete’s commitment to transforming brands into global leaders in the ever-evolving landscape of digital retail and e-commerce.

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