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Markwins Acquires Prestige Cosmetics Brand

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By: Jamie Matusow

Editor-in-Chief

Continuing with its 15-year acquisition run, privately-owned Markwins Beauty has accessed its fourth brand—prestige makeup pro brand Lorac.

Markwins acquired AM Cosmetics with brands wet ‘n’ wild and Black Radiance in 2003, Physicians Formula Holdings, Inc. in 2012, and Aspire Brands assets Bonne Bell and Lip Smacker in 2015. With the addition of Lorac, Markwins will complement its mass beauty portfolio with the addition of this prestige brand.

“Lorac is the original professional makeup artistry brand, and Markwins is excited to add its unique market-positioning to our expanding brand portfolio,” said Stefano Curti, global president of Markwins. “With Lorac, Markwins enters the prestige channel with an iconic Hollywood mainstay—expert products created under the intuition of makeup legend Carol Shaw, resulting in technologies that compel even the sharpest of beauty enthusiasts’ critical eye.”

Lorac Cosmetics was founded 20 years ago by Shaw who will continue to work with Markwins as lead consultant on the brand.

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