Beauty giant Revlon takes over One Direction fragrance distributor CBBeauty, SAS&Company

CBBeauty is the distributor and marketer behind boy band One Direction’s fragrance and beauty products, which are now distributed in more than 80 countries, has been taken over by Beauty giant Revlon.

Revlon has also acquired SAS&Company, which also distributes and markets fragrances and beauty products for a number of high-end and mass brands including Rihanna, Carven and Burberry. SAS is also the fragrance licensee for pop group Little Mix and singer Cheryl.

Following the acquisition, CBBeauty and SAS will operate as an independently managed division within Revlon, headed by Corrado Brondi, CEO of CBBeauty. However, the CEO of SAS&Company, Shelley Smyth will continue with her current role.

Commenting on recent business development, Lorenzo Delpani, President and CEO, Revlon said, “As we continue to focus on our strategy of value creation to boldly grow Revlon, we are confident that this acquisition will provide us with a business and people platform for significant growth in the global fragrance business.”

Meanwhile, voicing the same, Brondi added, “Revlon’s acquisition of CBBeauty marks the beginning of a very exciting future for the business model we have created. We are thrilled to partner with Revlon’s team to accelerate the growth of our business, by leveraging Revlon’s significant capabilities and resources, while keeping an independent management and remaining true to our motto “big enough to matter and small enough to care.”

Revlon is a global company which offers cosmetics, hair colour, hair care and hair treatments, beauty tools, men’s grooming products, anti-perspirant deodorants, fragrances, skincare, and other beauty care products.

The company operates in two segments - the consumer division and the professional division. Its CEO Lorenzo Delpani’s vision is to establish Revlon as the quintessential and most innovative beauty company in the world by offering products that make consumers feel attractive and beautiful.