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Huddled Group acquires 75% of Boop Beauty

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Huddled Group has acquired a 75% stake in online beauty brand Boop Beauty Limited.

Huddled is the brainchild of Lancashire businessman Martin Higginson and the parent of Leigh-based Discount Dragon, which also incorporates the Beer Monster brand, and sells branded dry and tinned groceries and beverages D2C at a big discount. It also owns Nutricircle, which is dedicated to tackling food waste by selling healthy and nutritious snacks, drinks and treats which would’ve otherwise gone to waste.

Boop Beauty sells surplus beauty products responsibly, and is seen as an accretive addition to Huddled’s circular economy e-commerce strategy. It was founded by former L’Oreal lawyer Yasmine Amr.

“We are thrilled to be working with Yasmine,” Huddled CEO Higginson said. “The Boop business concept is fantastic and sits perfectly with the Huddled circular economy strategy. It was clear that Huddled could provide Boop with some key ingredients – more stock, marketing and fulfilment – to drive growth.

“I’m confident with the resources and support of the Huddled Group, Boop can flourish, and become a trusted and ethical partner for beauty and cosmetic companies in solving their excess stock challenges.”

Amr added: “Over $4.8 billion worth of beauty products are destroyed globally each year, many of these due to overproduction. Boop had set out to tackle this serious issue and a growing number of brands have already embraced the concept.

“The investment from Huddled will allow me to accelerate the vision I had for Boop – I’m excited to be working with the Huddled team to drive the business forward.”

Huddled aims to relaunch Boop Beauty’s online store, which has been temporarily taken offline to allow for its integration into the Huddled Group and a relaunch in early September.

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