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Huddled Group buys 75% stake in DTC online retailer Boop Beauty

Posted on by darion

Boop Beauty is an e-commerce company specializing in surplus beauty and cosmetics products. Source: New Africa/Shutterstock.

Huddled Group, a UK-based circular economy e-commerce company, has acquired a 75% stake in direct-to-consumer (DTC) online retailer Boop Beauty.

Boop Beauty was founded by Yasmine Amr, a former L’Oreal in-house lawyer. The retailer partners with beauty brands to sell surplus, overstock, and discontinued products.

The company has gained the trust of well-known brands such as Aromatherapy Associates, Foreo and Legology, serving a wide customer base in the UK.

Despite operating on a shoestring, Boop Beauty recorded 558 orders in Q2 2024, with an average order value of £39.

Key factors in the acquisition included the brand’s promising supplier relationships and its growth potential with additional investment.

The investment is expected to provide Boop Beauty with additional working capital, enabling it to expand its product range and enhance its marketing efforts to attract new customers.

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Following the acquisition, Yasmine Amr will remain with Boop Beauty as a shareholder and non-executive director.

The online store is currently being integrated with the Huddled platform and is scheduled to relaunch in early September 2024.

Huddled Group CEO Martin Higginson said: “We are thrilled to be working with Yasmine. The Boop business concept is fantastic and fits perfectly with Huddled’s circular economy strategy.

“It was clear that Huddled could provide Boop with several key ingredients—more inventory, marketing, and order fulfillment—that would drive growth.

“I am confident that with the resources and support of Huddled Group, Boop can grow and become a trusted and ethical partner for beauty and cosmetics companies in solving their excess inventory problems.”