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Procter & Gamble doubles down on beauty by snapping up Walker & Company Brands

Three years after having sold most of its prestige beauty business to Coty, Procter & Gamble (P&G) is diversifying again its beauty offering with the acquisition of Walker & Company Brands.

Walker & Company launched with the introduction of the Bevel brand in (...)

Walker & Company launched with the introduction of the Bevel brand in 2013. Bevel provides grooming products and services designed to help reduce razor bumps and skin irritation. (Photo: Business Wire)

The personal care and household company is adding the beauty brand - whose products are focused on people of colour - to its extensive portfolio, it has announced. Walker & Company Brands, which will operate as a separate and wholly-owned subsidiary of P&G, includes the specialized haircare ranges Bevel and FORM Beauty.

The merger should help P&G to grow its multicultural business and accelerate growth for Walker & Company’s existing brands, as well fuel the development of additional products designed for the specific needs of people of colour.

"When I started Walker & Company Brands, I set out to build a company that would meet the health and beauty needs of people of colour on a global scale," said Tristan Walker, CEO of Walker & Company Brands. "Having access to P&G’s outstanding technology, capabilities and expertise helps us to further realize that vision, giving us the power to scale and bring new products to people of colour, while staying true to our mission and continuing to nurture the loyal community we’ve worked hard to build."

Meanwhile, CEO of P&G Beauty Alex Keith lauded Walker & Company’s "deep consumer understanding, authentic connection to its community and unique, highly customized products."

FORM, the women's prestige hair care collection - Photo : © FORM (...)

FORM, the women’s prestige hair care collection - Photo : © FORM haircare

Since being founded just five years ago in 2013, Walker & Company Brands has developed a reputation for high-performing brands and products designed specifically with people of colour in mind. This is the latest high-profile acquisition for P&G, which also snapped up the cult skincare brand First Aid Beauty earlier this year. The group’s beauty portfolio also includes Olay, Herbal Essences and SK-II.

Premium Beauty News with AFP/Relaxnews

© 2018 - Brazil Beauty News - www.brazilbeautynews.com

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