Coincidentally, M∙A∙C also marked a milestone 25th in 2019, with its legendary Viva Glam lipstick—produced in special packaging and immortalized on this month’s cover. M∙A∙C had already been thriving for a decade when Beauty Packaging launched; The first pro makeup brand celebrated its remarkable 35th anniversary in 2019. From the start, M∙A∙C embodied many of the criteria that some of today’s startups deem essential—from inclusivity to philanthropy—mixed of course, with striking packaging, ideal for social sharing. We hope you enjoy the full story in this issue.
As we enter a new decade, Color Cosmetics and Skincare continue their strengths, marked by increased activity in M&A—perhaps most notably, Coty’s $600 million purchase of 51% of Kylie Cosmetics, which is valued at $1.2 billion.
Following a year of regulatory approvals in 2019, the long-awaited Natura-Avon deal closed early this month. The merger creates the world’s fourth-largest beauty company, by revenue, grouping together Avon, Natura, The Body Shop and Aesop.
Trendsetting K-Beauty continues its popularity—and as you’ll read in this month’s Beauty Buzz news section, several large players entered into the East-West action. Seoul-based Amorepacific became a minority shareholder in Milk Makeup; in their first acquisition of an Asia-based beauty brand, The Estée Lauder Companies Inc. announced full ownership of the company behind Dr. Jart+; and Beiersdorf invested in a K-Beauty startup.
With influencer marketing at an all-time high, we welcome a new column this month from beauty industry insider Daniela Ciocan, in which she delves into the people behind the handles and hashtags, for insight on how brands can get the best exposure. Spoiler alert: Packaging can play a key role.
Looking ahead, we have every reason to be optimistic packaging-wise. A recent report from Coherent Market Insights predicts that the global makeup packaging market is expected to surpass $11 billion by 2027.
No doubt it will be another exciting Beauty year—and publisher Jay Gorga and I wish you peace, prosperity, health and happiness throughout!