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Home » Former THG Bosses At EComplete Acquire Tik Tok Beauty Brand Give Me Cosmetics

Former THG Bosses At EComplete Acquire Tik Tok Beauty Brand Give Me Cosmetics

An ecommerce investor founded by former executives at THG has acquired a business that’s one of the fastest-growing beauty brands on TikTok.

Manchester’s eComplete was founded in 2020 by former Myprotein CEO Andy Duckworth and by Paul Gedman, who led THG’s beauty arm for nine years. It bought a majority stake in beauty devices retailer CurrentBody in 2021.

Now it has acquired a majority stake in Give Me Cosmetics and its directors say they want to grow their new acquisition globally.

Give Me Cosmetics was founded in 2017 by Dan Fletcher and Luke Mills and offers hair, body, skincare and beauty accessories. eComplete says its new acquisition generates more than 60% of revenue from social channels and is “positioned as one of the UK’s fastest-growing brands on TikTok”.

Paul Gedman of eComplete, said: “Our mission to build leading global eCommerce foundations to enable us to disrupt traditional eCommerce investing is about identifying and helping unlock potential.

“The success story of CurrentBody, our first acquisition, is a testament to the effectiveness of our model. With Give Me Cosmetics, we’re ready for the next chapter, confirming our commitment to transforming brands into global leaders.

Andy Duckworth said: “Give Me Cosmetics has established itself as a standout brand with a strong and loyal customer base. eComplete’s acquisition of Give Me Cosmetics reflects our excitement about the brand’s existing success and plays to our strategic vision to unlock vast opportunities for global expansion.”

Give Me Cosmetics founder Dan Fletcher said: “We’re thrilled about this acquisition with eComplete. Throughout our consideration of investments and acquisitions in recent years, it’s been vital for Give Me to find a partner who shares the same vision and values. We’re extremely happy with this acquisition; eComplete not only mirrors our vision and values, but they share the excitement and confidence to make the Give Me brand global.”

Last year BusinessLive reported that CurrentBody saw sales and profits rise after the £50m deal that saw it acquired by eComplete.

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