eComplete, an eCommerce growth partner and investor, has acquired beauty brand, Give Me Cosmetics.

The size of the investment has not been disclosed but it has secured a majority stake in the business that was founded in 2017 by Dan Fletcher and Luke Mills.

It’s the second investment by Manchester-based eComplete, which was founded in 2020 by former THG executives Paul Gedman and Andy Duckworth.

A year later eComplete made its first investment of £50m into award-winning eCommerce beauty business CurrentBody, founded by Laurence Newman and Andrew Showman.

Give Me Cosmetics generates over 60 per cent of revenue from social channels and is positioned as one of the UK’s fastest-growing brands on TikTok.

As part of the deal Give Me Cosmetics will leverage eComplete’s  established eCommerce infrastructure as it aims to become a global beauty player.

Paul Gedman, co-founder of eComplete, 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.

“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.”

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Andy Duckworth, co-founder of eComplete, 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: “We’re thrilled about this acquisition with eComplete. 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.”

To celebrate the recent acquisition of Give Me Cosmetics, eComplete will be inviting partners and eCommerce retailers to an event with KPMG on Thursday  February 22. Sign-up here.

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