In order to speed up its commercial expansion, Act Beauty is continuing its external growth: after integrating luxury packaging company MPP in 2020, then Bien Faire - eco-responsible textile accessories, acquired from Fairly Made in 2023, the group concluded the acquisition of Lavay Paris in April 2024. Originally an expert in professional beauty accessories, Act Beauty continues to expand its activities to establish itself as a full-service supplier of premium solutions to various luxury and beauty stakeholders: formulations, packaging, luggage and beauty accessories.
Turnkey global expertise
For Act Beauty, this acquisition announces a change in its commercial strategy. To date structured around three divisions: beauty accessories/luggage and fashion accessories/luxury packaging, the group created by Cyril Dauvers is adding a fourth activity in cosmetics with the acquisition of Lavay Paris. The ambition, however, is to go further and steer a more integrated course: ’Clearly the goal is to make greater use of our collaborative efforts for our customers, says Julien Briand who took over as general manager of Act Beauty at the end of 2023. We offer luxury, beauty and lifestyle actors a universe of consistent, complementary solutions. We can now provide comprehensive, turnkey expertise to all those wishing to invest in the beauty sector, from cosmetic formulas to the final packaging, including primary packaging.’
New strategy, increased commercial ambitions
Firmly established in both France and abroad with a long-standing customer base, (mainstream players such as Nocibé-Douglas, Revlon and Fenty Beauty, luxury brands like Louis Vuitton and Louboutin), Act Beauty has until now used segmented solutions in packaging and beauty accessories. The acquisition of Lavay Paris offers new know-how that Act Beauty intends to grow by opening up internationally (the group has offices in New York and Shenzhen), its network of suppliers and the power of its purchasing department. Conquering new prospects and the ability to meet new requests from existing customers is on the agenda.
High capacity for performance and proactivity
According to Julien Briand, Act Beauty’s strengths are twofold: ‘We have major lines of activity for which we are recognised by our customers: cosmetics is a new one. But we also have cross-functional skills that make us a partner that can be relied on to identify and develop new approaches that create value for our customers’. Among them, an in-house trends and creation studio to carry out, even anticipate, customer requests: but also a CRS department capable of deploying eco-responsible solutions across the entire supply chain of a product: sourcing, traceability, circularity of materials and short-run formulations. Added to this expertise is regulatory control, which is more necessary than ever for major brands established in several countries, or even continents. The recent hiring of Amélie Jumel, a specialist experienced in compliance issues, and Quality and Regulatory Manager at Sephora US for seven years – validates this desire to provide a precise and operational response, whatever the playing field chosen by Act Beauty’s partners.
Strengthened in its offer by this cosmetics and makeup know-how, and with a team of thirty employees spread between Paris, Lille, New York and Shenzhen, Act Beauty is giving itself the means to reach a new strategic milestone: to establish itself as a provider of global solutions with high added value for beauty and luxury stakeholders in European and North American markets.
