Essie Cosmetics Acquired by L’Oreal USA
  • NAILS Magazine
  • April 23, 2010
 
Earlier this week Essie Weingarten announced the eponymous company she founded in 1981 has been acquired by L’Oreal USA. In addition to Essie’s famous nail polish line, the company also sells treatments, accessories, spa products and lip glosses.
 
So what does this mean for you, the nail technician? Well, I e-mailed Essie to ask her that very question. Both Essie and her husband Max Sortino (who is the CEO of Essie Cosmetics) will play a pivotal role under a multi-year agreement. They will continue to be a part of the brand in similar functions as in the past, which means Essie will still be actively involved in color selection for her popular polish.
 
“It’s a perfect match,” said Essie herself. “This acquisition presents a tremendous opportunity to allow the Essie brand to grow even stronger. With Max and me as part of the team, we’ll be able to provide our customers with a greater level of service as we take the brand to new heights.”
 
“Essie will now have access to the L’Oreal research and development department and we’ll be able to deliver nail products, under Essie’s direction, to nail technicians everywhere,” said Max. “Also, L’Oreal’s distribution will allow Essie products to be more available worldwide with more prompt service.”
 
When I asked what this means for Essie as a salon professional brand, the answer was short and sweet. “Essie will continue to be a salon brand.”
 
— Hannah

Keywords:   business     Hannah Lee     products  



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