Sephora Completes £132m Acquisition of Online Beauty Retailer Feelunique

Sephora, the French multinational beauty retailer, made a significant move in its European growth strategy by acquiring Feelunique, a leading online beauty retailer based in the UK. The acquisition was announced on July 23, 2021, and the deal was valued at £132 million (approximately $147 million). Sephora purchased Feelunique from Palamon Capital Partners and other shareholders, marking its first major push into the UK market.

Founded in 2005, Feelunique has rapidly grown to become a prominent player in the British e-commerce beauty market, boasting 1.3 million active customers from 120 countries and offering over 35,000 cosmetic and fragrance products from more than 800 established, niche, independent, and rising brands. The acquisition of Feelunique aligns with Sephora's digital ambitions and aims to tap into the UK's strong appetite for prestige beauty products.

With the acquisition of Feelunique, Sephora plans to strengthen its presence in the UK, one of the top 10 biggest prestige beauty markets worldwide. The transaction is expected to enhance Sephora's offerings to millennials and Gen Z consumers, who make up the majority of Feelunique's customer base.

As part of the acquisition, Feelunique Rewards will transition to Sephora Rewards, ensuring that customers' vouchers and rewards are carried over and can still be used. Sephora will also absorb Feelunique's UK website and domain, introducing new exclusive brands like Tarte, ILIA Beauty, and Makeup by Mario, along with its own Sephora collection.

The acquisition of Feelunique marks a significant milestone for Sephora as it seeks to expand its footprint in the highly competitive UK beauty market. By leveraging Feelunique's strong online presence and extensive product offerings, Sephora aims to provide a consumer-centric, seamless experience for UK customers and solidify its position as a global leader in the beauty industry.

Sephora, owned by luxury conglomerate LVMH, operates over 2,600 stores across 35 countries and sells products from renowned brands such as Chanel, Dior, and Fenty Beauty.