American Industrial Industries has tapped Model in a Bottle.
The Los Angeles beauty company’s pick-up of the makeup setting spray specialist fits its strategy of expanding through acquisitions, the last of which was for Hollywood Fashion Secrets a year ago. Terms of the deal for Model in a Bottle were not disclosed.
“Model in a Bottle offers innovative products with a fast-growing and loyal customer base. With this acquisition we broaden our portfolio into the cosmetics category, adding dimensions to our current product offerings,” said AII president Zvi Ryzman in a statement. “We believe it has great potential and with our wide distribution channels and expertise in growing niche brands, we anticipate a long and happy future for AII and Model in a Bottle.”
The market profile of makeup setting sprays has risen with surging sales of color cosmetics. A pioneer of the product, Model in a Bottle faces fierce competition in an increasingly crowded field of setting sprays from the likes of MAC Cosmetics, Coola, Nyx, Gerard Cosmetics, Tarte and Urban Decay. The brand’s product assortment includes its original makeup setting spray as well as an option for sensitive skin, eyebrow sealer and lipstick sealer.
With the nail segment slumping, Model in a Bottle provides AII, owner of nail products lines China Glaze, Seche, EverGlaze, Winning Nails, SuperNail, IBD, Nail Tek and more, an opportunity to push further into the cosmetics segment to diversify its presence at accounts. In addition to nail, the company, which controls close to 60 brands, has strong positions in false eyelashes, skin care and hair care with brands such as Andrea, Fright Night, Ardell, Woody’s, Youthair, Duo, ‘N Rage, Jerome Russell, Body Drench, Bye Bye Blemish, Checi and Clean + Easy.
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Founded by aesthetician and makeup artist Jill Stephens in 2004, Model in a Bottle is largely sold online and is found on Amazon, beauty.com and walmart.com. The Southern California brand’s prices range primarily from $14 to $21.