InnovaDerma's brands will join Super Facialist, Dirty Works, Dr Salts and Fish in the Brand Architekts portfolio
Beauty brand owner Brand Architekts has completed its merger with fellow UK developer and marketer InnovaDerma.
The addition of InnovaDerma’s brands to Brand Architekts’ portfolio – especially its hero label Skinny Tan – will result in a combined group of greater scale, while retaining Brand Architekts’ strong balance sheet, said the group.
Brand Architekts’ brand line-up already includes Super Facialist, Dirty Works, Dr Salts and Fish with brands and products sold in 34 countries.
InnovaDerma is said to have a strong focus on digital customer acquisition and DTC sales via its online store.
“We are delighted to have completed the merger with InnovaDerma,” said Quentin Higham, Chief Executive of Brand Architekts.
“We have long admired Skinny Tan and the reputation it has built for itself in the self tanning market.
“It has built a strong profile in the UK, and we believe that with further investment and using our combined expertise, we can help it grow even further and really take on the global players in this market.”
He added: “Our ambition is to create brands that answer the specific needs of the consumer through a unique blend of nature, science and years of experience.
“We want to challenge dominant brands in each of our target categories and provide people with greater choice and products that excite them and make them feel great.”