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Former THG execs’ ecommerce firm acquires community-focussed beauty brand

eComplete, the ecommerce growth partner and investor founded by former THG execs Paul Gedman and Andy Duckworth, has acquired a majority stake in beauty brand, Give Me Cosmetics.

Founded in 2017 by Dan Fletcher and Luke Mills, Give Me Cosmetics specialises in hair, body, skincare and beauty accessories. It is committed to social-first, community-centric beauty and generates over 60% of revenue from social channels – the company is one of the UK’s fastest-growing brands on TikTok.

eComplete will support Give Me Cosmetics in the next chapter of its growth journey. Leveraging eComplete’s robust ecommerce infrastructure, the partnership aims to position Give Me Cosmetics as a global beauty player. This strategic move comes as the beauty industry undergoes a transformative shift in response to changing consumer preferences and purchasing behaviours.

Ecomplete co-founder Gedman said: “Our mission to build leading global ecommerce foundations to enable us to disrupt traditional ecommerce investing is about identifying and helping unlock potential. We provide comprehensive support to brands with both financial backing and the crucial eCommerce infrastructure needed for global success.”

Gedman cited eComplete’s very first acquisition as an example of the model’s success. Beauty Device expert CurrentBody, acquired in 2021, recently earned recognition in the Sunday Times 100 list of Britain’s fastest-growing businesses.

Fellow co-founder Duckworth added: “Give Me Cosmetics has established itself as a standout brand with a strong and loyal customer base. eComplete’s acquisition of Give Me Cosmetics reflects our excitement about the brand’s existing success and plays to our strategic vision to unlock vast opportunities for global expansion.”

Dan Fletcher, founder of Give Me Cosmetics, said: “Throughout our consideration of investments and acquisitions in recent years, it’s been vital for Give Me to find a partner who shares the same vision and values. We’re extremely happy with this acquisition. eComplete not only mirrors our vision and values, but they share the excitement and confidence to make the Give Me brand global.”

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