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L'Oréal Buys Luxury Brand Aesop With Eye On China

By Donna Ahern
L'Oréal Buys Luxury Brand Aesop With Eye On China

France's L'Oréal has agreed to buy Australian luxury brand Aesop from Natura & Co for an enterprise value of $2.53 billion (€2.32 billion), growing its presence in high-end cosmetics with an eye to international expansion, including in China.

For L'Oréal, which owns labels ranging from Maybelline to Lancome, the deal is its largest brand acquisition to date, according to Dealogic data.

Financial Relief

It provides Brazil's Natura, owner of Avon and The Body Shop, with some financial relief from shrinking margins and heavy debt.

"Aesop taps into all of today's ascending currents and L'Oréal will contribute to unleash its massive growth potential, notably in China and travel retail,"  Nicolas Hieronimus CEO L'Oréal said in a statement.


The French cosmetics group is known for buying emerging labels, and scaling them up through its global distribution capabilities, Ian Simpson, analyst with Barclays, said, estimating Aesop will add around 1.2% to L'Oréal's organic sales this year.

"Given L’Oréal’s strong track record of creating value from recent acquisitions, we expect this transaction to be helpful to sentiment, despite its limited size relative to L’Oréal," he said.

Most Profitable Stores 

The brand, Natura's most profitable, operates almost 400 stores and posted sales of $537 million in 2022, up 21% in constant currency from a year earlier.

It also reported double-digit growth across all its regions last year, and said it had entered the Chinese market "with strong performance that exceeded expectations".


For Natura, the deal is part of a broader organisational shake-up that saw former chief executive and executive chairman Roberto Marques step down last June to make way for Fabio Barbosa.

Subject to regulatory approvals, the acquisition will be paid in cash, expected in the third quarter of 2023, Natura said.

Established in 1987, Melbourne-headquartered Aesop offers skin, hair and body care products.

Read More: US Demand Boosts L'Oreal Fourth-Quarter Sales, China Weighs

News by Reuters, edited by Donna Ahern, Checkout. For more A-brand news, click here. Click subscribe to sign up for the Checkout print edition.

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