eComplete acquires digital beauty brand Give Me Cosmetics

UK digital retailer eComplete has acquired a majority stake in Give Me Cosmetics, which si among the fastest-growing beauty brands on TikTok. Terms have not been released.

eComplete is headed by former THG execs Andy Duckworth and by Paul Gedman, who led THG’s beauty arm for nine years, and is adding the brand to its beauty devices retail business CurrentBody, bought in 2021.

BusinessLive reported that it wants to grow Give Me Cosmetics into a global brand with the brand already claiming it’s “positioned as one of the UK’s fastest-growing brands on TikTok”. Sixty percent of its sales are generated through social channels

Gedman said: “Our mission to build leading global e-commerce foundations to enable us to disrupt traditional [digital] investing is about identifying and helping unlock potential.

“The success story of CurrentBody, our first acquisition, is a testament to the effectiveness of our model. With Give Me Cosmetics, we’re ready for the next chapter, confirming our commitment to transforming brands into global leaders.

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