Less than a month ago, beauty conglomerate L’Oreal announced it would acquire Queens-based nail polish company Essie.
Now, arch rival Estée Lauder is getting back into the acquisitions game. Its initial purchase? Smashbox, the Los Angeles-based niche makeup label best known for screen-worthy foundations and saturated blushes and lipsticks.
Unlike Essie, which has made a prominent name for itself in the fashion and beauty world with on-trend nail colors, Smashbox is a bit more under-the-radar. (Except, that is, for its sponsorship of LA Fashion Week.)
The brand, founded in 1996 by the grandsons of Max Factor (which discontinued its US distribution in 2009), is billed as professional makeup for those both in front of the camera and nowhere near it.
Initially, Estee Lauder plans on increasing Smashbox’s distribution, especially outside of North America. It’s doubtful we’ll see many changes to the line’s formulas, unless they’re for the better.