By  on June 17, 2015

The current spate of beauty acquisition has parallels to a similar time when David Greenberg, president of Maybelline New York Garnier and Essie Cosmetics joined parent L’Oréal 20 years ago. “Things repeat themselves. L’Oréal was a medium-sized company [then] and we saw acquisitions for the same reasons as today. Companies are discovering these gems in the market [that] are very special brands that can be bigger than they are,” Greenberg said.

A case in point is Maybelline, which L’Oréal acquired in 1995 and nurtured it to become the world’s largest cosmetics brand. “Part of it was the vision and ingenuity for where it could go.”

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