THE WHAT? Women’s fashion and lifestyle brand Who What Wear has been acquired by digital brand company Future Publishing.
THE DETAILS The buy-out will see Who What Wear join 200 brands in Future’s portfolio, with the acquisition expanding Future’s reach to more than 20 million readers every month.
Ohana & Co acted as exclusive financial adviser to Who What Wear in the transaction.
Zillah Byng-Thorne, Future’s CEO, said, “At Future, we’ve built a strong stable of women’s lifestyle brands that connect with audiences across the globe around fashion, beauty, and lifestyle. We’re thrilled to drive this further with Who What Wear. Together, our expertise and synergy is a platform for growth in existing and new audiences.”
THE WHY? According to Future, the acquisition will ‘further reinforce its leadership in the beauty and fashion vertical.’
Hilary Kerr, Co-founder and Chief Content Officer of Who What Wear, said, “Since our launch in 2006, Who What Wear has been and will continue to be a pioneer in every form of digital content, from website and social media to live stream shopping, podcasts, and more. We have created an enduring brand that will live for generations to come. We are excited to join forces with Future as we continue to scale, leveraging our proprietary technology and operating model.”
Aesthetic products generally refer to a broad category of items designed to enhance or improve one's appearance, often focusing on skincare, beauty, and personal grooming. These products are typically used to maintain or enhance physical attractiveness and may include a wide range of items intended for both professional and personal use. Here are some common types of aesthetic products:
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Skincare Products: Including cleansers, moisturizers, serums, and treatments designed to address various skin concerns such as acne, aging, hyperpigmentation, and sensitivity.
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Cosmetics: Makeup products such as foundations, concealers, eyeliners, lipsticks, and eyeshadows used to enhance facial features and achieve desired looks.
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Hair Care Products: Shampoos, conditioners, styling products, and treatments to maintain and improve the health and appearance of hair.
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Fragrances: Perfumes and colognes used to enhance personal scent and attractiveness.
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Dental Care Products: Toothpaste, mouthwash, whitening treatments, and dental floss aimed at maintaining oral hygiene and enhancing smile aesthetics.
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Personal Grooming Tools: Including razors, electric shavers, trimmers, and grooming kits used for hair removal and personal hygiene.
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Beauty Devices: Devices such as facial cleansing brushes, LED light therapy masks, and microcurrent devices designed for at-home skincare treatments.
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Nutritional Supplements: Supplements aimed at promoting skin health, hair growth, and overall well-being, often containing vitamins, minerals, and antioxidants.
