Huddled Group PLC has acquired a 75% equity stake in U.K.-based direct-to-consumer retailer Boop Beauty Ltd., which sells excess luxury and wellness beauty and cosmetic products, per an Alliance News report. Terms were not disclosed.
The platform was designed to eliminate the waste of needlessly discarded beauty products, per a profile of the company earlier this year. It was founded by Yasmine Amr, who worked as legal counsel at L'Oreal SA from 2019 to 2023. Amr will stay on as a non-executive director and shareholder.
Boop Beauty is currently offline, with a relaunch date of September 1, 2024.
Waste prevention is core to Huddled Group's focus. Its other associated brands include Discount Dragon, which offers discounted groceries and beverages that are close to expiration, as well as Nutricircle, which similarly specializes in nutritious food and beverage products.
The keys to growth for Boop Beauty will include a wider array of products, including faster-selling items, per the report.
