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A strategy to build and acquire beauty brands.
August 23, 2020
By: Happi Staff
A pandemic has the global economy in its grip; sounds like the perfect time to expand a beauty empire! That's the thinking at Morphe and its parent company, General Atlantic, which recently entered the hair care category with the acquisition of Playa. To better represent this new, umbrella beauty strategy, the holding company for Morphe, Playa and beauty brands to follow is now Forma Brands. Its CEO, Myles McCormick, recently told WWD that the focus is on acquiring smaller brands...
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