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Feelunique.com Buys French Online Community The Beautyst

The Beautyst has a marketplace and a social media platform comprising more than 1,300 bloggers.

LONDON — In a bid to stretch farther into Europe, the U.K.-based online beauty store Feelunique.com has purchased The Beautyst, the French online beauty community and marketplace with a big social media platform.

Feelunique called The Beautyst “one of the most established online beauty communities in France” and said that owning it would significantly enhance its reach in Europe’s third largest market for online beauty.

The Beautyst sells trendy beauty brands via its marketplace, and also has a vast social media platform comprising more than 1,300 bloggers. It has some 600,000 followers across its social networks.

Feelunique carries 450 brands and offers more than 20,000 products spanning makeup, beauty, perfume, accessories and electricals categories. It launched a French web site in November 2015, and acquired a physical bricks-and mortar-presence in April 2016.

As part of the deal, The Beautyst will be renamed The Beautyst by Feelunique.

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“Feelunique’s unrivaled portfolio of beauty products and The Beautyst’s large and dedicated online beauty community is a powerful combination,” said Joël Palix, chief executive officer of Feelunique.

“The acquisition of The Beautyst further accelerates our vision of becoming the leading player in online beauty in France, which is a strategically important market to us given its currently low online penetration,” he continued. “This acquisition will also strengthen our position amongst Millennials, a key audience for us.”

The purchase of the French beauty site comes a year after Feelunique.com secured an investment of 20 million pounds, or $28.4 million at current exchange, from its existing shareholder Palamon Capital Partners and two new co-investors.

Last April, the company said the investment would enable it to expand its existing international footprint. Feelunique is the owner of France’s Parfumeries Rive Droite, the premium perfumery chain with a flagship store on Avenue Marceau in Paris. Feelunique also has a French distribution center and a local executive team.

Feelunique said it remains focused on luxury brands including Yves Saint Laurent, Chanel, Dior, Tom Ford, Laura Mercier, Kiehl’s, Kérastase, Estée LauderNars and Liz Earle. It also carries a range of exclusive brands, such as Kadalys, MOR Cosmetics and Collistar.

Founded in 2005, Feelunique has dedicated web sites in the U.K., Germany, France and China. Some 93 percent of Feelunique’s sales come from online, with 7 percent from its physical stores in France and the Channel Islands. Feelunique said it sells more than 15,000 products every day.

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