AS Beauty has acquired Bliss—its first entry into skin care—in a move that signals the company's intention to diversify its growing portfolio.
AS Beauty's owned brand portfolio consists of Laura Geller Beauty, Julep Beauty, Mally Beauty and Cover FX.
Bliss World brand has seen strong reception and traction in drug and mass retailers with more than 30,000 retail points of distribution at Target, Walmart, CVS and Walgreens.
In 2021, it became the first skin care brand sold at mass and drug to receive B Corp certification.
Ralph Azrak, chief operating officer of AS Beauty, said, "The acquisition of Bliss marks the next phase of growth for AS Beauty. Our approach to business development has allowed us to find exponential success in growing brands in the mass and traditional beauty space, and we are excited to use our resources and strategies to break into the skin care category and take this business to even greater heights."
Meri Baregamian, CEO of Bliss, said, "It is very exciting for the Bliss brand to enter its next chapter of growth with AS Beauty, their operational excellence, and strong digital expertise will accelerate the brand growth and mission of making the Bliss brand accessible to all."
