L’Oréal grows its Natural Skincare Business by acquiring Thayers Natural Remedies

Growing consumer preference and awareness for natural products and ingredients continue to affect purchasing patterns and market trends in the cosmetics industry, and it seems that the big cosmetics companies will not be left out.

On June 18, 2020, cosmetics giant L’Oréal signed an agreement to acquire the heritage natural skincare brand Thayers Natural Remedies. Headquartered in Connecticut, with more than 170 years of heritage, Thayers Natural Remedies is one of the most well-known natural cosmetics brands in the USA. The brand is best known for its top-selling natural toner containing several different herbal ingredients such as Witch Hazel and Aloe Vera. Thayers has experienced amazing sales in the past few years due to its portfolio of natural products, and its multi-channel distribution strategy which sees its products on the shelves of natural grocery stores, mass beauty retails, drugstores and e-commerce platforms.

In a statement to the press, L’Oréal’s President of Consumer Products mentioned “We are thrilled to welcome Thayers Natural Remedies, a true “love brand” at the intersection of two major skincare trends: nature and health.”

Global consumer preferences towards cosmetics are rapidly changing, and strategic acquisitions are an important tool if your company is planning to stay ahead in the increasingly competitive cosmetics market. At CPC, we have supported multiple small, medium, and large-sized companies to identify strategic licensing and M&A targets to ensure long-lasting business success in multiple segments and international markets. Click here to learn more.