Maesa Group acquires European beauty brand

NEW YORK, PARIS and VIENNA — Maesa Group, a designer and manufacturer of private label and exclusive beauty products, has acquired European beauty brand P2 Cosmetics, which is found exclusively at DM, Germany’s largest drug store retailer.



P2 Cosmetics joins Maesa Group’s portfolio, which includes such brands as Flower for Walmart, Circa for Walgreens and Elle for Monoprix, further strengthening Maesa Group’s expertise and position in the exclusive beauty brand market.



Founded in 2004 as a division of Palmers Textil, an Austrian lingerie retailer, P2 Cosmetics has become a mainstay in the German beauty industry. Known for its extensive product portfolio, P2 Cosmetics products feature formulas available at an affordable entry price point, with an average retail price of €2.75 per product. Sold in 1,800 DM stores across Germany, with more than 350 SKUs, P2 Cosmetics products are manufactured in Germany and France, and are paraben free and fragrance free.



P2 Cosmetics will continue to operate out of Vienna, Austria under the brand’s current leadership team.



"P2 Cosmetics has a proven track record of bringing innovation to the cosmetic category," stated Gregory Mager, founder and CEO of Maesa Group. “This brand has piqued a strong interest for expansion in the US United States and Canada through an exclusive distribution model. I am excited for one of the most successful exclusive beauty brands in the world to join Maesa Group, and I look forward to continuing to grow the partnership with DM.”



Maesa Group’s total revenues are expected to reach $185 million in 2015, post-acquisition. Through this acquisition, Maesa Group is affirming a strong growth ambition for the next five years, with the goal to reach $350 million in revenue by 2020.