"Advent International has announced the closing of its agreement with Shiseido Americas, and has formed a new affiliate, Orveon.
Orveon is the new owner of three of Shiseido Americas's iconic cosmetic brands—bareMinerals, Buxom and Laura Mercier."
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"What’s next for BareMinerals, Laura Mercier and Buxom post-Shiseido
By Liz Flora
Feb 3, 2022
After their acquisition from Shiseido by a private equity firm in 2021, makeup brands BareMinerals, Laura Mercier and Buxom are in for a refresh.
Announced in August 2021, the acquisition of the companies was completed on December 6. The brands now share a central global headquarters on Fifth Avenue in New York under Orveon, the new affiliate that was formed as a part of the deal.
This will include the incorporation of wellness concepts into the branding, as well as the addition of skin-care ingredients into new products. The formulation process will be overseen by Orveon’s newly hired chief science officer, Mike Wong. New products developed will “replace the existing non-performing SKUs” in the brand’s future product lineup.
“We want to move the brand from beauty to wellness to health, which will be pretty unique in a makeup and skin-care environment,” said Houdayer.
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