In a strategic bid to broaden its influence in the European clean beauty market, Oh My Cream has officially acquired Naturisimo, a well-known UK-based e-commerce platform dedicated to clean and conscious beauty products. Though the financial details of the deal remain undisclosed, the acquisition reflects Oh My Cream’s ambition to position itself as a leading purveyor of clean beauty across Europe. Founded in 2008 by Robert and Sophie Wills, Naturisimo has established itself as a trusted name among consumers interested in clean and ethical beauty, further bolstering Oh My Cream’s reach into the UK market.
From May 19, Naturisimo’s online presence will transition to ohmycream.co.uk, allowing its customers access to an expanded array of beauty brands. Visitors can expect to find offerings like Victoria Beckham Beauty, Herbivore Botanicals, and Goop, which were previously unavailable through Naturisimo. Moreover, Oh My Cream’s own product lines, including Oh My Cream Skincare and other ingestible brands such as Combeau and Atelier Nubio, will become available to UK customers as well, enhancing the variety of products accessible through the platform.
Robert and Sophie Wills expressed their optimism about the merger, stating that Naturisimo’s core values of conscious beauty and a customer-centric approach align seamlessly with Oh My Cream’s philosophy. As they step back, they take pride in the community they have nurtured and are confident that their customers will continue to discover beloved products within the expert-led environment that Oh My Cream provides. Juliette Lévy, the founder and CEO of Oh My Cream, reassured customers that the level of service, including loyalty programs and product offerings, will remain consistent, while also introducing new leading labels like Augustinus Bader and Susanne Kaufmann to the mix.
This acquisition marks a significant step in Oh My Cream’s overarching strategy to expand geographically, particularly in the UK. Lévy highlighted how Naturisimo presented a unique opportunity for merging e-commerce strengths with their existing physical store presence, which includes three locations in London, with plans for additional stores by year-end. The acquisition also aligns with the long-term goal of Oh My Cream, which is to solidify its position as a leader in alternative beauty retailing across Europe.
Launched in 2017, oh My Cream Skincare emphasizes essential beauty routines and accessible price points, targeting a broader consumer base. The brand has seen significant growth, with annual revenues soaring from 10 million euros in 2019 to nearly 40 million euros today, including recent acquisitions. As the new partnership unfolds, Oh My Cream anticipates that Naturisimo will generate about 15 percent of their overall sales moving forward. This reflects not only a solidifying position in the UK market but also sets a precedent for future expansion across Europe.
While focusing primarily on Europe, Oh My Cream is remaining open to additional M&A opportunities to further enhance its product portfolio and firm up its position in important markets. Both Lévy and Alban Gerard from Experienced Capital emphasized their commitment to strategic growth, ensuring the new acquisitions complement existing brands like Oh My Cream Skincare. They believe that the principles driving clean beauty will resonate well across different European nations, paving the way for partnerships that will cater to consumers’ growing preferences for quality and ethically produced beauty products.