Online beauty retailer Feelunique to purchase France’s Beautyst

European online beauty retailer Feelunique is set to buy French online beauty community and marketplace The Beautyst.

The established online community of Beautyst is expected to support the footprint of Feelunique in the European online beauty market. With more than 1,300 bloggers and 600,000 followers across social networks, Beautyst will complement Feelunique's digital beauty revolution. The community will be now be renamed The Beautyst by Feelunique.

Feelunique's chief executive officer (CEO) Joel Palix said: “Feelunique’s unrivalled portfolio of beauty products and The Beautyst’s large and dedicated online beauty community is a powerful combination.

"The acquisition of The Beautyst further accelerates our vision of becoming the leading player in online beauty in France, which is a strategically important market to us given its currently low online penetration.

"This acquisition will also strengthen our position amongst Millennials, a key audience for us.”  

Founded in 2005, Feelunique offers more than 20,000 products and 450 brands across makeup, beauty, perfume, accessories, and electrical sectors.

The firm initiated its presence in the French market by launching a website in November 2015 and acquiring a physical location in April last year.

With websites in the UK, Germany, France, and China, Feelunique supplies more than 120 countries and is reported to sell more than 15,000 products per day.