Feelunique buys French beauty website The Beautyst
Feelunique is now a force to be reckoned with in France. The British e-tailer, founded in 2005 and a European leader in the online beauty business, has acquired local website The Beautyst and strengthened its presence on the French market, reckoned to be the third-largest in terms of online cosmetics sales in Europe.
Through this operation, Feelunique has not only powered up its web presence but also acquired a significant online community, as The Beautyst also publishes a blog, rich in editorial content and with a well-established presence on social media. It was launched in 2015 and now has 1,300 contributors and 600,000 followers.
For the time being, the two websites will continue to coexist: The Beautyst will not disappear, but has become 'The Beautyst by Feelunique'. The Beautyst's staff will merge with that of Feelunique's French subsidiary, managed by Claire Blandin from the headquarters opened in November 2015 in Paris' 3rd arrondissement.
Joel Palix, CEO of Feelunique and a former director at Clarins, said that "Feelunique's distinctive brand portfolio combined with The Beautyst's extensive online beauty community make for a high-performance alliance. This acquisition will allow us to reach the objective of becoming the number one beauty e-tailer in France much faster, and strengthen our appeal with Millennial consumers, a key target group for us." In 2016 Feelunique carried out a €25 million funding round with its main shareholder, Palamon Capital Partners.
The British e-tailer's French website was launched in 2015 and currently sells 450 brands with over 20,000 products. In the same year, Feelunique laid the foundations for a brick-and-mortar network in France by acquiring the four stores of French perfumery chain Rive Droite, now called Feelunique. In 2016, the e-tailer then opened a first flagship store in the French capital, a 100 m2 shop located at 35 avenue Marceau.
Feelunique distributes its products in 120 countries, and in the 2015-16 fiscal year it generated a revenue of €85 million, up 23% over the previous year.
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