01.17.23
AS Beauty, whose portfolio consists of Laura Geller Beauty, Julep Beauty, Mally Beauty and Cover FX, has acquired Bliss, a cruelty-free, planet-friendly skincare brand, in a move that signals the company's intention to diversify its growing portfolio.
"The acquisition of Bliss marks the next phase of growth for AS Beauty," says Ralph Azrak, chief operating officer of AS Beauty. "Our approach to business development has allowed us to find exponential success in growing brands in the mass and traditional beauty space, and we are excited to use our resources and strategies to break into the skincare category and take this business to even greater heights."
Founded in 2006 and relaunched in 2018, the Bliss World brand has seen strong reception and traction in drug and mass retailers – with over 30,000 retail points of distribution at Target, Walmart, CVS, and Walgreens. Over the years, it has stayed focused on its mission to create clean, dermatologist-tested, and thoughtfully formulated products, and in 2021 received B Corp Certification.
"It is very exciting for the Bliss brand to enter its next chapter of growth with AS Beauty, their operational excellence, and strong digital expertise will accelerate the brand growth and mission of making the Bliss brand accessible to all," says Meri Baregamian, CEO of Bliss.
AS Beauty will continue investing in and supporting Bliss' mission to drive innovation in the skincare industry. This acquisition is a milestone for AS Beauty, marking a pivot from color cosmetics to skincare and emerging brands as it continues to seek opportunities to diversify its portfolio.
"The acquisition of Bliss marks the next phase of growth for AS Beauty," says Ralph Azrak, chief operating officer of AS Beauty. "Our approach to business development has allowed us to find exponential success in growing brands in the mass and traditional beauty space, and we are excited to use our resources and strategies to break into the skincare category and take this business to even greater heights."
Founded in 2006 and relaunched in 2018, the Bliss World brand has seen strong reception and traction in drug and mass retailers – with over 30,000 retail points of distribution at Target, Walmart, CVS, and Walgreens. Over the years, it has stayed focused on its mission to create clean, dermatologist-tested, and thoughtfully formulated products, and in 2021 received B Corp Certification.
"It is very exciting for the Bliss brand to enter its next chapter of growth with AS Beauty, their operational excellence, and strong digital expertise will accelerate the brand growth and mission of making the Bliss brand accessible to all," says Meri Baregamian, CEO of Bliss.
AS Beauty will continue investing in and supporting Bliss' mission to drive innovation in the skincare industry. This acquisition is a milestone for AS Beauty, marking a pivot from color cosmetics to skincare and emerging brands as it continues to seek opportunities to diversify its portfolio.