Marico SEA to Buyout two Female Personal Care Brands in Vietnam

Marico South-East Asia Corporation has entered into a binding agreement to buy out Beauty X Corporation entirely. Beauty X owns the female personal care brands "Purité de Prôvence" and "liv," which provide a variety of premium and differentiated hair care and skin care products in Vietnam, including shower gels, shampoos, conditioners, face wash, and lotions.

Purité de Prôvence, which debuted in 2011, honours pure and natural beauty through the know-how and ingredients of Provence, France, which come to life in fragrances such as lavender, cherry blossom, and rose, among others.

liv, which debuted in 2017, combines the goodness of extra virgin olive oil with other natural ingredients in a wide range of hair and skin nourishment products.

Mr. Vaibhav Bhanchawat, COO - South East Asia & South Africa is excited to share, “This acquisition will help strengthen our presence in the female personal care category. Both brands have established a distinct naturals proposition and scaled up profitably in a rather short span of time. We expect them to further step-up our growth and profitability through investing in brand building and leveraging various operational synergies with our existing portfolio over the next few years. I look forward to welcoming 'Purité de Prôvence' and 'Ôliv' to their new home Marico SEA!”

Marico is one of India’s leading consumer products companies, in the global beauty and wellness space. In FY 2021-22, Marico recorded a turnover of about USD 1.3 billion through its products sold in India and chosen markets in Asia and Africa. In Vietnam, Marico is a leading player in the male grooming personal care category represented by iconic brand X-Men. Marico also has a portfolio of traditional Vietnamese food seasoning products under Thuan Phat brand and female grooming personal care products under the brand LASHE.