![]() Playa is just one of the brands Forma is working with going forward. Forma is not in the market trying to compete to buy $100 million brands, he said, but rather is looking for smaller companies it can plug into existing operations and distribution partners, which include Ulta Beauty in the U.S., Douglas in Europe and a smattering of Morphe stores globally, to grow them. Playa serves as a good example for the types of deals the company is looking for, McCormick noted. Playa will also start creating products for other hair textures, like curly hair, he said. “As you think about bathroom makeover for the Millennial and Gen Z consumer, we think she just really checked all the boxes.”įorma will provide back-end support to help Playa manage things like inventory - the brand has had out-of-stock issues, McCormick said - and gradually expand globally, and into different categories, like body and sun care. “Her approach to clean formulas using natural active ingredients with botanicals, that, together with that effortless approach, feels like to us where the hair-care industry and the beauty industry at large is heading,” he said. Founder Shelby Wild and her team will stay on with the brand, McCormick said. With Playa, Forma’s first venture into hair, McCormick said he liked the brand’s approach to clean formulations and effortless, wash-and-go hair. ![]() Inside the VIP Tent at the 2023 Veuve Clicquot Polo ClassicĪdding more brands is a big part of the overall strategy.
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