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E-commerce giant The Hut Group has expanded its beauty portfolio with the £275m acquisition of online prestige retailer Cult Beauty.
The business is authorised to sell about 300 independent third-party brands across skincare, haircare and cosmetics, including Charlotte Tilbury, Drunk Elephant and Huda Beauty.
Close to 200 of the brands are new to THG’s beauty sites, helping broaden the direct-to-consumer specialist’s consumer reach. THG said Cult Beauty would retain “a very clear identity” within THG Beauty given its “distinguished brand portfolio”.
With less than 50% of revenues coming from overseas, THG added there was “a compelling opportunity” to accelerate Cult Beauty’s international growth through the group’s Ingenuity platform, which provides DTC tech for third parties.
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