In its second-largest acquisition, Amazon buys the company for $970 million.
The online cosmetics brand has folded its Beautiful Perfumes site into BeautyEncounter.com and changed the name of Beautiful Perfumes’ Amazon storefront to Beauty Encounter.
Online fragrance retailer Beautiful Perfumes has merged with parent company Beauty Encounter and will now sell through BeautyEncounter.com and the company’s Beauty Encounter storefront on Amazon.com.
“Merging Beautiful Perfumes with Beauty Encounter just makes sense,” says Jacquelyn Tran, president and CEO of Beauty Encounter, No. 366 in the Internet Retailer Top 500 Guide. “I’ve been maintaining both web sites separately for years, and decided that in order to grow our flagship brand, Beauty Encounter, I needed to merge it with Beautiful Perfumes. Now, we can focus on continuing to enhance and grow Beauty Encounter to become a leader in the beauty category online.”
Shoppers who go to BeautifulPerfumes.com are redirected to a page at BeautyEncounter.com that declares “Change is good!” and explains the integration of the perfume site into BeautyEncounter.com, an e-commerce site that features hard-to-find cosmetic products at discount prices.