Yesterday, in a strategic move to strengthen its presence in the European clean beauty market, French retailer Oh My Cream has acquired U.K.-based e-commerce platform Naturisimo. The financial terms of the deal were not disclosed, but the acquisition is a pivotal part of Oh My Cream’s broader plan to become a leading player in clean and alternative beauty across Europe.
Founded in 2008 by Robert and Sophie Wills, Naturisimo has long been recognized for its curated selection of clean, conscious beauty products and its customer-centric philosophy—values that strongly align with Oh My Cream’s own ethos.
As part of the integration, Naturisimo’s website will redirect to ohmycream.co.uk beginning May 19, offering customers access to an expanded brand portfolio, including exclusive names like Victoria Beckham Beauty, Augustinus Bader, Goop, and Oh My Cream’s own skincare and ingestible lines such as Combeau and Atelier Nubio.
Juliette Lévy, founder and CEO of Oh My Cream, emphasized that the acquisition enables a seamless transition for Naturisimo’s loyal customer base. “We plan on having the same level of service, loyalty program, and many overlapping brands — but with the addition of exclusive labels that Naturisimo didn’t previously carry,” she said.
The deal also supports Oh My Cream’s rapid U.K. expansion. Since entering the market in 2022, the retailer has opened three London stores in Notting Hill, Chelsea, and Marylebone, with two more on the horizon. Partner Alban Gerard of Experienced Capital, which holds a 41% stake in Oh My Cream, described the acquisition as “synergetic,” providing the brand with greater digital reach and access to a broader British audience.
Naturisimo, which generates just under €5 million in annual sales, was an attractive opportunity for Oh My Cream as it shifts from 12 years of organic growth to strategic acquisitions. With this deal, the brand’s international business now represents 15% of total revenue. Combined with Combeau and Atelier Nubio, recent purchases in the ingestible wellness space, Oh My Cream’s annual sales have climbed from €10 million in 2019 to nearly €40 million today.
With 35 stores (including five outside France), Oh My Cream continues to explore expansion possibilities across Europe. New flagships are set to open in Paris in May, and other markets like Italy and Spain are being considered for future growth. Despite its growth, the company remains focused on maintaining operational discipline. “We’re cautious about getting the steps in the right order,” Gerard said, describing Oh My Cream as a “beauty brand-builder” with a long-term vision.
Lévy noted that Oh My Cream remains open to further M&A activity, especially in skincare and makeup, as it looks to build a portfolio that complements its core lines. “We strongly believe in the wellness category,” she said, adding that their owned brands — Oh My Cream Skincare, Combeau, and Atelier Nubio — now account for 20–25% of overall sales.
