In an agreement announced today, Unilever will be adding to its personal care business by acquiring famed U.K. skincare brand Ren in a deal set to close in May. In recent years, Unilever has moved its focus away from the food industry and head-on into the beauty industry, looking to give L’Oreal and Procter & Gamble some competition in the marketplace.
In a press release, Vasiliki Petrou, Unilever SVP Prestige Brands said, “It is a brand with an incredibly loyal following, with a unique proposition that no doubt gives it potential for even further growth, especially given that the naturals category is one of the fastest growing in skincare globally. Its premium positioning complements well our existing portfolio.”
Ren was created in 2000 by Antony Buck and Robert Calcraft with a commitment to products that encompass “performance, purity, pleasure.” The cult favorite skincare brand is sold in 50 countries, in specialty stores and pharmacies. Buck states, “It’s been an amazing experience creating and building REN over the last 15 years but it’s time for the brand to go to the next level. Unilever is a great company with great principles; it has a profound understanding of brands and global reach; it makes the perfect partner to help REN fulfil its future potential worldwide. We can’t wait to get started!”