L'Oreal Acquires Medik8, Habiza Lands at Target 🎯

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CPG WIRE
June 10, 2025

Welcome back to This Week in CPG, folks. Here’s what we’re covering this morning:

  • Mike Ashley chases Revolution Beauty 💄

  • The Pickle Juice Company grabs funding 💧

  • Diptyque collabs with Susanne Kaufmann 🏔️

  • SideDish launches limited-edition SKU 🥩

  • Ritual expands offering at Target 💊

L’Oreal Acquires Medik8 📈

The beauty M&A floodgates are now wide open. Less than two weeks after Hailey Bieber’s three-year-old skincare brand was acquired for $1 billion, L’Oreal announced that it’s acquiring a majority stake in Medik8 — a premium clinical skincare brand from the UK — at a reported enterprise valuation of €1 billion.

Medik8, which was founded by British cosmetic scientist Elliot Isaacs in 2009, built its reputation by developing high-quality, science-backed skincare products that retail at accessible price points.

Medik8 partnered with Inflexion, a European middle-market private equity firm, in 2021, and the company has experienced stratospheric growth since then. Over the past four years, Medik8 has tripled its headcount and sales; expanded to key international markets like Australia, Europe, and the United States; and opened a 100,000-square-foot innovation center which tripled their R&D and operational capacity. Medik8 formulates and manufactures its products in-house which is a rarity in the beauty industry.

Inflexion will retain a minority stake in Medik8 until L’Oreal exercises its right to buy the remainder of the company.

For L’Oreal, buying Medik8 further strengthens its Luxe portfolio which is home to brands like Aesop, Kiehl’s, Youth to the People, and Lancôme. In Q1 2025, L’Oreal Luxe sales jumped 7.3% while Dermatological Beauty sales increased by 3.5%.

More on the transaction here.

Deals 💰

Mergers & Acquisitions 

  • Frasers Group is reportedly interested in acquiring UK-based mass beauty brand Revolution Beauty. Revolution Beauty has been struggling lately. The company began restructuring earlier this year due to collapsing sales and a cash crunch. Frasers Group is run by Mike Ashley who’s made a killing buying distressed apparel & beauty assets. Cosmetics Business

  • Kering, the luxury group who’s stock is at a five-year-low, is acquiring Italian lens manufacturer Lenti as it prioritizes eyewear innovation and vertical integration. Kering purchased stakes in two other eyewear manufacturers earlier this year. Business of Fashion

Fundraising

  • The Pickle Juice Company, a Texas-based producer of functional beverages that combat cramping and support hydration, secured an undisclosed amount of growth funding from Azalea Capital. The core leadership team at Pickle Juice will remain in place and the company will use the funding to develop new products and expand their retail presence. LinkedIn

Scale Profitably On Amazon 📊

REViVE is an operator-first Amazon agency that helps high-growth CPG brands scale profitably on Amazon.

Founded by Nik Hall, the creator of Vitafive — a gummy vitamin brand that scaled to eight figures and was acquired by a $2B strategic buyer — REViVE brings insights only a true operator can offer.

Nik worked with seven different Amazon agencies while growing Vitafive. The result? A 15% drop in sales over two years. So he took Amazon in-house and scaled it 450% in just three months.

Now, Nik and the REViVE team help other brands do the same:

  • Realsy: 10x growth on Amazon in under 9 months

  • Daily Crunch: 300%+ revenue lift

  • Buoy: From $10K/month to over $400K/month

REViVE isn’t just managing ads — they’re scaling brands with strategy, data, and operator insights that most agencies can’t offer.

Learn more about REViVE here or schedule a call with Nik here.

What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Diptyque partnered with Alpine skin expert Susanne Kaufmann to release a limited-edition hydrating lip oil. The product is formulated with meadowfoam seed and jojoba oil. Love the inner packaging. Diptyque

  • Momentous teamed up with Dr. Stacy Sims to launch a supplement stack tailored for women’s health. Supplements in the stack include iron, calcium, and vitamin D3. Stack3d

  • Create, the fast-growing creatine brand, just dropped their newest gummy flavor, Sour Cherry. Instagram

  • Haircare brand VERB just launched its Density Peptide Collection. The two-step system combats thinning hair and visible signs of shedding. PR Newswire

Food, Beverage, and Alcohol

  • Bubbies is expanding beyond mochi with a new line of Mini Ice Cream Cookie Sandwiches. Two flavors — Strawberry Shortcake and Key Lime Pie — are available at retailers like Whole Foods, Publix, Sprouts, Safeway, H-E-B, and a handful of other chains. NOSH

  • Kraft Heinz and NotCo launched two new plant-based products: NotMayo Chipotle Squeeze and Kraft NotMac & Cheese Cups. This partnership is three years old and I’d love to see some sales data... Vegconomist

  • SideDish, the salad dressing brand co-founded by Alex Snodgrass, just unveiled their newest product — Uncle Ronny’s Barbecue Sauce. The product is a collaboration with Ronny Lvovski, the creator behind The Primal Gourmet Cookbook. The limited-edition sauce is available exclusively online. Instagram 

  • Indian-inspired snack brand Doosra unveiled a fantastic brand refresh. They ditched the minimalist aesthetic in favor of a vintage look that better communicates the product and flavors. Big improvement. Instagram

  • Protein bar brand Think! recently launched a line of Crispy Squares. They’re similar to Rice Krispies Treats but with 15g of protein and 3-4g of sugar per serving. Promix has a similar line and they’re really good. PR Newswire

Data 🖥️

  • Maëlys sales have skyrocketed 460% this year as the body care category continues to shine. The company also launched its first ingestible product earlier this year. Instagram

  • Nerds is on pace to exceed $900M in sales this year. When Ferrara Candy Company acquired the candy brand from Nestle in 2018, Nerds was doing $50M annually. Food Dive

Distribution News 🚚

  • Habiza Hummus launched at over 350 Target stores.

  • Chocolove is now available at Walgreens.

  • Mezcla launched at select Kroger stores.

  • Ritual launched five more SKUs at Target.