Merger and Acquisition

BIA Brands Diversifies Portfolio with TrueKind Acquisition, Expanding Presence in Skincare

• ByStartupStory     |    December 7, 2023

BIA Brands, a prominent FMCG player, has recently made headlines with its acquisition of TrueKind, a renowned clean skincare company. 

This strategic move signifies BIA Brands’ foray into the skincare sector, thereby broadening its reach within the Beauty and Personal Care (BPC) domain. TrueKind’s acquisition serves as a pivotal step in BIA Brands’ expansion strategy, aiming to introduce novel brands inspired by ancient Egyptian beauty practices.

Distinguished for its commitment to ethical practices, TrueKind specializes in vegan and cruelty-free skincare offerings, such as the popular Phyto-Retinol and Peptide Eye Cream. This aligns seamlessly with BIA Brands’ portfolio, known for its commitment to quality and innovation. TrueKind joins the ranks of BIA Brands’ diverse range of successful ventures, including Brew & Bliss, Nut-O-Licious, and La Kah Fay, fortifying the company’s standing as a global “House of Brands.”

Beyond mere acquisition, the move reflects BIA Brands’ comprehensive vision, branching into both media and skincare segments. By integrating TrueKind’s expertise and values into its fold, BIA Brands aims to solidify its position as a versatile and leading contender in the global consumer goods industry. This strategic expansion sets the stage for further innovations and reinforces the company’s commitment to providing exceptional products and experiences to its customers worldwide.

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