Anna Mitsios launched Edible Beauty in 2014 when she spotted a gap in the market for pure skincare products targeting pregnant women.
Formerly a naturopath at a fertility clinic, Mitsios has extended the brand’s range to 25 skincare products and five wellness SKUs. All of the formulas are based on natural, vegan and science-backed ingredients. Bestsellers include No.3 Exotic Goddess Ageless Serum, No.4 Vanilla Silk Hydrating Lotion, Native Plant-Based Collagen Powder and Gold Rush Eye Cream.
Edible Beauty sells direct to consumers through its dedicated website – www.ediblebeautyaustralia.com – and is also available from David Jones, The Iconic, Sephora Australia, Nourished Life and selected stores and boutiques nationwide.
The brand has also been successful overseas with a flagship store on Alibaba’s Tmall in China and stockists in five other Asian countries. Edible Beauty is also sold by Sephora in the US and retailers in the UK, UAE and leading European markets, including Germany, Italy and Sweden.
Live Verdure, the plant-based food, nutraceutical and skincare company headquartered in Melbourne, has acquired Edible Beauty in a $1 million cash-and-scrip deal.
The buyout adds a third brand to Live Verdure’s portfolio, alongside 13 Seeds, the hemp seed oil health brand, and 8 Seeds Skincare, the hemp-based skincare brand.
Mark Tucker, the highly respected former managing director of L’Oréal Australia, has been appointed as the new CEO of Live Verdure. Anna Mitsios will continue to work on the Edible Beauty brand as founder and general manager.
Edible Beauty reported revenues of $2.2 million in FY2022, with 74 per cent of sales coming from DTC channels in Australia and New Zealand.
The brand targets women aged 26 to 44 with medium to high incomes. Following the acquisition, Live Verdure is looking to expand its footprint in the health, wellness and skincare sectors, develop new products and enter new markets in the US, Asia and Europe.
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