Why CVS Embraces the Role of a Follower in Beauty Brands

Understanding Beauty's K-Shaped 2025 M&A Landscape: What It Means for Indie Brands

Update The Evolution of Beauty Mergers and Acquisitions in 2025 As 2025 draws to a close, the beauty sector is witnessing a distinct transformation in the landscape of mergers and acquisitions (M&A). According to Capstone Partners, the beauty industry demonstrated a level of resilience uncommon in the broader consumer sector, seeing a 6.7% decline in deal volume contrasted with a sharp 24.2% drop across the wider market. With an average valuation multiple of 14.9x EBITDA, beauty continues to attract significant interest, outpacing the average consumer market multiple of 9.8x. Strategics Take the Lead in Beauty Acquisitions In a noteworthy shift, strategic buyers have reasserted their dominance in beauty M&A, accounting for a large percentage of transactions in 2025. Transactions led by strategics increased by 22.9% compared to the previous year, revealing a more discerning approach from companies seeking to fill specific gaps in their portfolios. For instance, L’Oréal's mega deal to acquire Kering Beauté for $4.7 billion redefined beauty acquisition norms and set high valuation standards. Key Acquisitions That Defined 2025 This year also saw several high-profile acquisitions that have reshaped the market. E.l.f. Beauty’s acquisition of Hailey Bieber’s Rhode for nearly $1 billion highlights a strategic move into the prestige segment, aiming to leverage its substantial digital following and retail channel access. Meanwhile, L’Oréal’s purchase of Medik8, famed for its science-backed skincare, signifies buyers' readiness to invest heavily in brands with proven international expansion capabilities. These acquisitions underscore the rising demand for brands that offer credible differentiation and long-term growth potential. Three Takeaways for Indie Beauty Founders With this shift in M&A dynamics, indie beauty founders can draw critical insights from the current landscape. Firstly, buyers are prioritizing brands that demonstrate durable quality rather than fleeting trends. Founders should focus on building strong brand positioning, investing in R&D for innovative formulations, and maintaining operational robustness. Secondly, strategic hiring and building community around their brands matter more than ever. The emphasis is on operational readiness, as brands must demonstrate not just compelling narratives but also clinical efficacy and global scalability. Companies that fail to align with these expectations may be left behind. Lastly, founders must navigate valuation discussions with realistic expectations grounded in current market realities. It's essential to understand that while consumer interest in beauty remains strong, only brands with solid fundamentals and committed consumer bases can command the high multiples of 20x EBITDA or more. Moving Forward in a Competitive Landscape As we look to the future, the beauty M&A environment will likely reward brands that combine cultural relevance with operational excellence. The necessity for a strong online community and consistent customer retention strategies cannot be overstated, as these factors will increasingly determine a brand's appeal to potential acquirers. For indie beauty brands, staying agile, innovative, and consumer-focused amidst evolving market dynamics is crucial for sustainable growth and success. Conclusion: Preparing for Tomorrow’s Opportunities The lessons learned from 2025’s M&A activity can guide indie beauty founders as they prepare for their next steps. Focusing on durability, community building, and operational excellence will not only enhance brand resilience but also attract future investment opportunities.