Morphe and Jaclyn Cosmetics incubator Forma Brands acquires Playa Beauty hair care

24-Aug-2020
Colour Cosmetics Hair Care Finance

The brand incubator and accelerator is on the expansion trail and moving into new categories

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Forma Brands, the beauty brand incubator and accelerator behind Jaclyn Cosmetics and Morphe, is taking strategic steps towards becoming a multi-category platform.

Formerly Morphe Holdings, the company has relaunched as Forma Brands and simultaneously announced the acquisition of its first hair care brand, Playa Beauty.

The deal is part of the company’s wider accelerator strategy, which will see it hone in on

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