Cover FX has been acquired by AS Beauty - founded in 1999 and primarily known for its complexion products, has been backed by L Catterton since 2011.
He described the state of the Cover FX business as “stagnant” and said operations will be taken over primarily by the AS Beauty team. The company will look to promote bestselling products and potentially cut underperformers, he said.“Identity wise, it just was lost,” Azrak said. “There was no juice, there was nothing pumped in to really accelerate for the future.”
“We’re able to bring in a brand, roll up our sleeves, dissect it, understand the history of the brand, understand why it was made, what’s the purpose of the brand, who it speaks to, etc. Then we’re able to move very quickly to double down on the vision,” Azrak said. AS Beauty has plans to double its Amazon team in the next 12 months, Azrak said. “Day in, day out, we breathe, eat, sleep Amazon — operations, marketing, merchandising, advertising, we’re producing content all day long,” he said.
For Cover FX, Azrak said he expects sales to potentially grow by 20 percent this year and double that in 2023, depending on supply chain issues. “We have to weigh a lot of factors here, but we definitely think we’ll hit the ground running,” Azrak said.
Indonesia Berita Terbaru, Indonesia Berita utama
Similar News:Anda juga dapat membaca berita serupa dengan ini yang kami kumpulkan dari sumber berita lain.
Celebrity Plastic Surgery Reveals and Beauty Confessions of 2022RHONJ’s Jennifer Aydin shows off new face after rhinoplasty, facial lipo and a chin implant – an implant she later had removed (via toofab)
Baca lebih lajut »
11 Non-Binary Beauty Influencers You Should Be FollowingIn an industry that often conflates 'gender-neutral' with 'neutral colors,' these talented artists are brightening up our feed.
Baca lebih lajut »
Deepika Padukone Is Creating a Beauty RevolutionThe Bollywood superstar shares her ethos around beauty and how her upbringing is helping her carve out a unique niche in the wellness industry.
Baca lebih lajut »
Nordstrom celebrates Black beauty, power in employee-led campaignU.S. department store chain Nordstrom is commemorating Black History Month with a campaign honoring the multifaceted experience of what it means to be Black.
Baca lebih lajut »
The Beauty Treatment That Made Me Toss Out All My Brow Products For GoodAfter years of wrestling with my sparse brows, I finally got them microbladed and loved my results. via thezoereport
Baca lebih lajut »
26 Black Beauty Brand Founders Changing The IndustryRepresentation goes beyond product formulas. Here are 26 Black beauty founders changing the industry.
Baca lebih lajut »