The brand is adamant that its formulations will not change as a result
The acquisition has been speculated for months, with the news officially being confirmed today. Interestingly, Shiseido has acquired a 100% stake in the company, however founder Tiffany Masterson has reiterated that she will stay on board despite the new ownership.
In a lengthy Instagram post, Masterson announced the news to the brand’s followers writing, “So… some great news! I’ve decided to partner with Shiseido. I couldn’t be more excited that we’ve found someone who respects my vision and the brand identity and is willing to let us stay who we are.” Pre-empting concern from consumers, she added, “I want to reassure you. The formulations won’t be changing. I’ll remain in my same role. My same incredible and lovable team will stay with me.
Masterson noted four key goals that the brand will now be able to accomplish under its new ownership. “1. Attain sustainability across the brand. 2. Get to the markets who have been requesting the products. 3. Share our philosophy in a louder way, so that we can hopefully help more people reconnect with their skin all over the world. 4. Ignite our anti-bullying campaign on a bigger stage.”
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