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L'Oreal Backs Another Fragrance Brand, BERO Nears 8-Figures 🍻

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CPG WIRE
November 18, 2025

Welcome back to This Week in CPG, folks. Apologies for the late send this morning. Cloudflare was down and Beehiiv, our newsletter platform, was inaccessible. Anyways, here’s what we’re covering this morning:

  • YETI acquires Helimix 💰

  • JBS buys U.S. egg producer 🥚

  • Estee Lauder bets on XINÚ 👀

  • Hims & Hers launches Labs 🧪

  • Doughlicious lands at Kroger 🍪

Deals 💰

Mergers & Acquisitions 

  • Edgewell is selling its feminine care unit to Swedish hygiene company Essity for $340M. Playtex, Stayfree, Carefree, and O.B. were included in the transaction. Edgewell is divesting its feminine care unit in order to focus on shaving (Schick, Billie, and Edge) as well as grooming and cosmetics (Jack Black, Banana Boat, and Hawaiian Tropic). PR Newswire

  • JBS Foods, a Brazilian company and the world’s largest meat processor, is acquiring Hickman’s Egg Ranch, a leading producer of eggs in the Southwest and West Coast. JBS is acquiring the business via Mantiqueira which is the largest egg producer in South America. Just Food

  • YETI (NYSE: YETI) shelled out $38M to acquire select assets from Helimix, a Florida-based producer of innovative shaker bottles. Helimix uses a proprietary hexagonal design that mixes ingredients without a clunky mixing ball. Helimix will cease operations following the acquisition as YETI incorporates its technology into a new shaker bottle line. Business Observer

Fundraising

  • Estee Lauder announced a minority investment in XINÚ, a Mexican luxury fragrance brand that launched in 2017. XINÚ operates five luxury boutiques throughout Mexico and is best known for its handcrafted products and sustainable practices. Estee Lauder is also an investor in other emerging fragrance brands like Vyrao and Melt Season. Instagram

  • Another beauty giant, L’Oreal, announced an investment in Chinese clean beauty brand Lan. L’Oreal has been very active in China with investments in beauty brands like Chando, Documents, and To Summer. WWD

  • Ben Branson, the co-founder of Seedlip (acquired by Diageo in 2019), is raising £2M for Pollen Projects, his non-alcoholic beverage incubator. The company is using crowdfunding platform Republic for the campaign. BevNET

  • Dried fruit & veggie snack maker BranchOut Foods raised $2.5M via a common stock sale. The company will use the capital infusion to add a fourth production line in early 2026. The company recently hit a $20M run rate. NOSH

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What’s New 🤩

Apparel, Cosmetics, and Wellness

  • Kraum, a new purveyor of luxury makeup tools, has officially launched. The company was founded by Annie Kreighbaum who was an exec at Glossier and previously co-founded Soft Services. The branding and packaging are both killer. Kraum

  • The Ordinary launched an anti-aging serum that’s formulated with 92% Volufiline which increases skin volume and plumpness. The product is designed to restore lost volume due to aging. Hypebae

  • Hims & Hers announced a diagnostics platform called Labs by Hims & Hers. The program makes it simple to access up to 120 biomarker tests across 10 health areas like heart health, metabolism, hormones, inflammation, and stress. Users will be able to access biomarker results and analysis via their app. Global Cosmetics News

Food, Beverage, and Alcohol

  • Suja Organic released a new line of Multivitamin Wellness Shots. Three options are available: Fiber, Magnesium, and Biotin. The new line is available nationwide at Kroger. Lately there’s been a TON of innovation in the wellness shot category. With brands like Magic Mind, Ketone-IQ, and Sol-ti making waves in the category, look out for a major strategic acquistion in the next 18 months. PR Newswire

  • Cleveland Kitchen just unveiled a refreshed brand identity. The new look is cleaner, bolder, and features flavor-forward imagery 👇 PR Newswire

  • Alice Mushrooms released a calming chocolate called Zen-X. The product is formulated with magnesium, L-Theanine, saffron, rhodiola, reishi, and tremella. Alice Mushrooms raised $8M earlier this year to expand its product offering and scale its retail presence. Alice Mushrooms

  • Kreatures of Habit released a daily nutrition bar that combines creatine and protein. Two flavors are available — Cookie Dough Dazzler and Peanut Butter Banger — and each bar delivers 20g of protein, 3g of creatine, and 9-10g of fiber. Kreatures of Habit launched as a high-protein overnight oats brand in 2020. Instagram

  • Female-founded Desolas Mezcal launched an aged mezcal called Desolas Reposado. The product is made with 100% Salmiana agave and is matured for six months in former Bourbon barrels. The Spirits Business

  • UK-based non-alc aperitif brand Mother Root officially launched in the U.S. The London-based beverage brand was founded just over five years ago. LinkedIn

Data 🖥️

  • Premium non-alc beer brand BERO continues to cook. In addition to becoming the #2 non-alc beer at Target and a top-seller on Amazon, BERO is approaching 8-figures in annual revenue. Fast Company

  • Joyburst, a functional beverage brand from Canada, is on pace for $100M in sales in its fourth year. Joyburst put up $45M in sales last year. LinkedIn

Distribution News 🚚

  • Hormbles Chormbles launched at The Vitamin Shoppe.

  • Realsy launched storewide at Heinen’s Grocery Stores.

  • Doughlicious added 1,100 Kroger stores across the country.

  • Cann launched at Circle K in FL, SC, and NC.