Yesterday, UK-headquartered circular economy e-commerce company, the Huddled Group, has acquired a 75% stake in online, direct-to-consumer (DTC) retailer Boop Beauty. This strategic acquisition aims to bolster Huddled’s portfolio and enhance its presence in the beauty sector. Boop Beauty’s online store is currently undergoing integration into Huddled’s ecosystem and is set to relaunch in early September 2024.
Boop Beauty was founded by Yasmine Amr, a former in-house lawyer at L’Oreal. The retailer has carved out a niche by collaborating with beauty brands to sell excess, surplus, and discontinued products. This unique approach has earned the trust of notable brands such as Aromatherapy Associates, Foreo, and Legology, allowing Boop to serve a broad UK customer base effectively.
Despite operating with limited capital, Boop Beauty achieved 558 orders in the second quarter of 2024, with an average order value of £39. The company’s promising relationship with suppliers and its potential for growth with additional investment were key factors in Huddled’s decision to acquire a majority stake.
With the integration into Huddled, Boop Beauty is poised for significant growth, leveraging Huddled’s resources and expertise to expand its market reach and enhance its service offerings. The relaunch in September 2024 is anticipated to mark a new chapter of innovation and growth for Boop Beauty under the Huddled Group’s leadership.
