PARIS — Beiersdorf AG is stepping up its sustainable actions with the acquisition of the Stop the Water While Using Me! natural cosmetics brand.
Financial terms of the deal were not disclosed.
Stop the Water While Using Me!, launched in 2011, has been on a drive to “protect, save and donate water.” It boasts refillable systems and biodegradable skin-care products, including solid, waterless body and hair-care items, plus shower, hand, body and oral hygiene products.
“The two Hamburg-based partners intend to jointly intensify the impact of sustainable skin care and to further their commitment to climate and resource protection,” Beiersdorf said in a statement released Wednesday. “Working closely together, the companies plan to develop joint sustainability initiatives in the future and create high-impact solutions for more sustainable action.”
As clean beauty becomes more mainstream and sustainability gains importance for consumers, indie brands playing in the space are garnering investor attention.
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Stop the Water While Using Me! will be operated independently from Beiersdorf, which said the brand complements the beauty giant’s portfolio in the natural cosmetics segment. It also helps bolster Beiersdorf’s sustainable focus as part of its CARE+ strategy, which aims to “win in skin care” and drive consumer-centricity through digitalization.
“Together we can combine our complementary expertise, beliefs and talents to drive sustainable projects and skin care with true added value for both consumers and the environment,” said Iain Holding, general manager of Beiersdorf Germany/Switzerland.
“Beiersdorf will provide us with a working environment where we can independently advance our purpose work, spread the message of Stop the Water While Using Me! and maximize our sustainability ambitions with a strong partners at our side,” said Nina Witt, chief executive officer of the brand. “This enables us to generate an impact with our ideas much faster.”
Stop the Water While Using Me! is found in more than 350 stores and 150 design hotels worldwide.
This marks Beiersdorf’s second investment since early December 2019, when the group announced it had taken a “significant stake” in Lycl Inc., a rapidly growing Korean beauty and tech start-up.