eComplete, a partner for eCommerce growth and investment, has acquired Give Me Cosmetics, a beauty brand. The investment details have not been disclosed, but eComplete has secured a majority stake in the company founded by Dan Fletcher and Luke Mills in 2017. This is the second investment made by eComplete, which was set up in 2020 by former THG executives Paul Gedman and Andy Duckworth. The first investment of £50m was made in CurrentBody, an award-winning eCommerce beauty business founded by Laurence Newman and Andrew Showman.
Give Me Cosmetics generates over 60% of its revenue from social channels and is one of the fastest-growing brands on TikTok in the UK. As part of the deal, eComplete’s established eCommerce infrastructure will be available to Give Me Cosmetics, as it aims to become a leading global beauty player.
Paul Gedman, co-founder of eComplete, said, “Our mission to build leading global eCommerce foundations to enable us to disrupt traditional eCommerce investing is about identifying and helping unlock potential. We provide comprehensive support to brands with both financial backing and the crucial eCommerce infrastructure needed for global success.” He also stated, “With Give Me Cosmetics, we’re ready for the next chapter, confirming our commitment to transforming brands into global leaders.”
Andy Duckworth, co-founder of eComplete, added, “Give Me Cosmetics has established itself as a standout brand with a strong and loyal customer base. eComplete’s acquisition of Give Me Cosmetics reflects our excitement about the brand’s existing success and plays to our strategic vision to unlock vast opportunities for global expansion.”
To celebrate the acquisition, eComplete is planning to invite partners and eCommerce retailers to an event with KPMG on Thursday, February 22. Dan Fletcher, founder of Give Me Cosmetics, said, “We’re thrilled about this acquisition with eComplete. Throughout our consideration of investments and acquisitions in recent years, it’s been vital for Give Me to find a partner who shares the same vision and values. EComplete not only mirrors our vision and values, but they share the excitement and confidence to make the Give Me brand global.”
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