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E.l.f. Puts Premium On ‘Clean Beauty’ With First Strategic Acquisition: W3ll People

 
• By Ryan Nelson

W3ll People is expected to add a relatively modest $7m to e.l.f. Beauty’s fiscal 2021 top line, but the brand has “major white space” opportunities, including at Target, e.l.f.’s longest-standing customer. Further, its plant-based product line includes 40 “EWG Verified” products, reflecting expertise e.l.f. is eager to tap.

Business teamwork puzzle pieces.

E.l.f. Beauty, Inc. anticipates that newly acquired W3LL People will contribute $7m to fiscal 2021 net sales, but its greater value may lie in the “clean beauty” expertise the company has developed over 12 years of operations.

Announced on 25 February, the $27m cash deal marks the first strategic extension by e.l.f

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