BH Cosmetics has built up a cult following in Australia. Launched in Los Angeles in 2009, the acronym stands for Badass with Heart (BH) and the brand specialises in vegan and cruelty-free makeup, brushes and tools aimed at Gen Zers.
Popular in the US and Germany, the DTC player is available on several Australian websites such as Glam Raider (official stockist), Chemist Beauty, Catch and Amazon and has collaborated with rappers Doja Cat and Australia’s own Iggy Azalea.
The Covid-19 pandemic hit BH Cosmetics hard. Global sales reached US$55.8 million in 2019, but plummeted to US$33.6 million in 2020. The company was forced to file for Chapter II bankruptcy in mid-January this year.
Revolution Beauty, the fast-growing UK brand which went public last year, has ridden to the rescue, acquiring BH Cosmetics for the knockdown price of US$3.9 million.
Revolution is also famed for its affordable on-trend ranges, including Makeup Revolution, Revolution Plex Hair, Revolution Tanning, Revolution Skincare and Revolution Wellness.
Makeup Revolution debuted in Priceline in early 2019 and also operates its own Australian website – www.revolutionbeauty.com.au.
The company’s products are available in more than 15,000 doors in the UK, the US, Australia and other markets, including Boots and Ulta Beauty. Global sales for the first half of its fiscal year ended August 31st spiked 39 per cent year-on-year to AUD$146.1 million.
Revolution Beauty’s strategy is to integrate BH Cosmetics into the group’s overall operations by the end of this year. The company will reinvigorate the brand with new products and expand its reach internationally.
Adam Minto, CEO of Revolution Beauty, believes in the synergy of the two brands. “Like us, BH has a strong heritage as a challenger brand and has disrupted the traditional beauty market in the US through their innovation. We remain focused on building a British global brand, capturing the vast market opportunity in mass beauty, and continuing to win customers around the world. We’re confident the acquisition will deliver sustainable value for all our stakeholders over the long-term.”
BH Cosmetics is a firm favorite in my friend circle! We have used the brand’s products for many years, so it’s good to hear about the merger between BH Cosmetics and Revelation Beauty. I have one question for you, Elisabeth. Will there be any changes to the products themselves after this merger?