Prominent Australian consumer brands company Vitality Brands has continued its expansion within the skincare and personal care sector with the acquisition of Tribe Skincare for an undisclosed sum.

Tribe Skincare, founded by beauty therapist Kayla Houlihan in 2018, swiftly gained widespread acclaim as a sensitive skincare brand that is entirely natural, vegan-friendly, and cruelty-free and has achieved an $8 million turnover since its inception.

 A recent study highlighted that over 70 percent of individuals self-identify as having sensitive skin, with global Google searches for ‘sensitive skin’ doubling over the past five years.

Addressing this expanding customer demographic, Tribe Skincare bridges the gap between natural products that might lack effectiveness and expensive cosmeceutical active products that are unsuitable for sensitive skin.

With its formulations supported by compelling before-and-after photographs, including those shared by Houlihan chronicling her own skin journey, the brand has cultivated a strong following on social media platforms, with an impressive 236K following on TikTok and 66K on Instagram.

Richard Meyrick, Managing Director of Vitality Brands, expressed enthusiasm about the acquisition, saying: “Tribe Skincare will be a significant addition to our business, aligning perfectly with our focus on high-quality and therapeutic skincare, omni-channel growth and export expansion, as well as our belief in creating products that make people and the planet healthier and happier.

“We have been very selective over the last 18 months in assessing a number of brands that would complement Vitality’s quality brand portfolio and Tribe Skincare is an innovative, popular and authentic brand with an exceptionally loyal customer following and an exciting growth outlook.

“Adding this successful e-commerce business to our portfolio will mean we are able to accelerate our growth in the online space, benefiting our entire brand offering and supporting our continued 21% CAGR (compound annual growth rate) trend.”

Houlihan will continue to contribute after her return from maternity leave in 2024, leveraging her valuable insights and expertise.

Staff members of Vitality Brands.

Established in 2003 by James Wright, Richard Meyrick, and Ian Jarman, Vitality Brands is composed of a cohesive team of 50 individuals who share a common goal: to establish a business that not only generates enduring financial value but also fosters a constructive social influence.

Within its collection, Vitality Brands features products such as the Cancer Council Sunscreen, and ethically sourced body care brand epzen.

Lucinda Sabo, Head of Marketing and Innovation at Vitality Brands said the company will bring an ESG focus to Tribe Skincare ensuring environmental and social impact is considered in all future planning. “We have contributed over $23 million to social impact projects and social partnerships to date, including Cancer Council Australia to support Cancer Research and Services, we look forward to expanding the social impact of Tribe Skincare,” she said.

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