Consumer products goods company, Unilever is set to buy high-end makeup brand Hourglass Cosmetics. Unilever owns personal care brands such as Dove, Ponds, Vaseline, Simple and Suave.

So far the terms of the deal are undisclosed, but it is set to officially close in the third quarter of this year.

Since 2015 Unilever has acquired Living Proof, Dermalogica, Kate Somerville, Murad, and REN. However, this is the conglomerate’s first foray into color cosmetics and social media played a huge part in this acquisition.

In Unilever’s press release, Alan Jope, President of Personal Care, said “We are delighted to be adding Hourglass to our portfolio of Prestige brands. The colour cosmetics category has been showing high growth-rates, driven by social media content […]”

Additionally, with the acquisition of its other prestige brands, Unilever has a focus on skincare. And so does Hourglass Cosmetics. It’s known for “‘its breakthrough formulations, technological innovations and unwavering commitment to reinvention,’ which includes cosmetic formulas that rely heavily on active ingredients typically reserved for skin care.” This makes the makeup line an easy fit with Unilever other personal care brands. This was made clear by another comment from Jope. He praised Hourglass for “offering fantastic make-up products that also deliver skin care benefits.”

About Hourglass Cosmetics

Hourglass Cosmetics was created in 2004 in Venice, California by Carisa Jones.  Much like other beauty companies, it was created to solve a personal problem by its founder. In a 2013 VanityFair.com article, Jones said “I had problem skin, and I struggled to find a foundation that had coverage but wouldn’t make me break out. I didn’t want fragrance or oil in my foundation. I wanted it to have S.P.F., and, on top of that, I wanted it to rejuvenate and help clear up my skin.” A veteran of the beauty industry, Janes studied at Parsons and worked for brands such as Urban Decay.

Inspired by her mother and her Chanel counter makeover at 15, Janes always kept the focus of Hourglass Cosmetics on luxury. But with a little twist. In an interview with Refinery 29 she said, “”I really wanted to create a modern luxury brand. I loved luxury brands, but at the time, luxury was always more of your mother’s makeup. I wanted to create a brand that was very focused on innovation and technology, but was very chic and indulgent. In other words, it was high-performance, but it also felt amazing on your skin.”

We have much to look forward to as this amazing makeup line expands!