The fitness fashion brand LIVE! announced the purchase of 60% of the sports cosmetics company Pink Cheeks in a strategic move in the brands’ growth cycle. The new business now represents around 7% of LIVE!’s total revenue.
Even after the acquisition, Pink Cheeks continues to operate independently. The idea is to expand distribution and presence among consumers with an active lifestyle. “We believe that the future of our market lies in building a complete well-being ecosystem. With LIVE!, we are evolving from a fashion brand to a platform that integrates different dimensions of active life”, says LIVE! CEO, Gabriel Sens.
The integration between the brands will take place gradually, with a focus on exchanging knowledge, expanding channels and developing new products. “We have a lot of synergy between the two brands. LIVE! brings extraordinary strength in retail, community and distribution, while Pink Cheeks contributes innovation in new product development and expertise in the universe of sport care“, says Pink Cheeks co-founder and CEO, Corina Godoy.
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Founded in 2002, LIVE! develops clothing items in the segment called activewearfocusing on physical activities. Now, the strategy is to expand the portfolio beyond clothing in search of different moments in the consumer’s routine. In the coming months, Pink Cheeks products will be available on LIVE!’s website, app and selected physical stores.
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Pink Cheeks develops makeup, sun protection, skin and hair care products aimed at sports. Today, the company sells via its own e-commerce, direct sales from consultants and large sports and beauty retailers.
With the acquisition, LIVE! joins the Board of Directors of Pink Cheeks.
