Markwins to acquire Bonne Bell, Lip Smacker brands

CITY OF INDUSTRY, Calif. and WESTLAKE, Ohio — Markwins has entered into an agreement to acquire from Aspire Brands the Bonne Bell and Lip Smacker assets.

Financial terms of the deal were not disclosed. Markwins and Aspire Brands have agreed to aim to close the deal in February.



"Markwins has a proven track record of creating excitement and bringing innovation to the cosmetic category," stated Jess "Buddy" Bell, Jr., founder of Aspire Brands. "They will bring the same excitement and innovation to the Lip Smacker and Bonne Bell brands. I am excited about the future of the Lip Smacker and Bonne Bell brands under Markwins ownership."



This marks Markwins third major acquisition in a dozen years. It acquired AM Cosmetics in 2003 and Physicians Formula in 2012.



With the Bonne Bell and Lip Smackers acquisition, Markwins adds the youth consumer. Together with existing "masstige" brand Physicians Formula, entry-point brand wet n wild, ethnic brand Black Radiance, brands under the Markwins umbrella cater to beauty consumers of all demographics, inclusive of age, ethnicity, lifestyle and preference.



"The synergies of adding another mass beauty brand, focused in color cosmetics, fits wonderfully into Markwins' current global operations," said Bill George, president and COO of Markwins Beauty Products. "Bonne Bell and Lip Smacker add new consumers to our growing portfolio without any consumer cannibalization or crossover."



"For Markwins, Bonne Bell and Lip Smacker will undoubtedly reach a new consumer and enhance our retail relationships," added Eric Chen, CEO of Markwins. "But on a personal level, Markwins' brands have always aimed to connect with consumers in an intimate way. Bonne Bell is an industry icon, with a rich history dating back 87 years and with 94% consumer recognition. These numbers are staggering in our business, but the smiles the name alone brings to the faces of the consumers are much more impactful."