During the past few months, the beauty industry has gone through several shifts, especially with some of the bigger cult-favorite brands across the world. Anastasia Beverly Hills was one of the first brands to undergo a transition when it was acquired by TPG Capital. The brand had grown to become one of the top eyebrow makeup brands and had been seeing a rapid amount of growth in this category. The acquisition was undertaken with the intention of pushing the brand further into the beauty industry. Many cosmetic giants also underwent a number of mergers and acquisitions, carrying forward the brands that have formed a place in the hearts of makeup lovers.
Another brand that recently went through a similar process as that of Anastasia Beverly Hills was Lime Crime. The vegan beauty favorite was newly acquired through a deal with Tengram Capital Partners and was set to go through an entire revamp in terms of what it had to offer. Even though the brand was known throughout the world, it started to see diminishing profits as a result of the sheer competition that exists in this industry.
