Fundamental Brands To Acquire Fragrance House Great American Beauty

Fundamental Brands Inc. has inked a definitive agreement to acquire Great American Beauty, Inc. (GAB) and its licensing subsidiary, Palm Beach Beauté, LLC.

The acquisition adds a business with approximately $31 million in 2025 net sales to the Fundamental Brands portfolio.

“Great American Beauty represents exactly the kind of acquisition our strategy was built for—a business with real scale, real shelf presence, and an exceptional operator at the helm, who simply hasn’t had access to the digital infrastructure and marketing support needed to unlock its full potential,” said Fundamental Brands CEO Mark Hauman. “That changes the moment this deal closes.”

GAB manages licensed and proprietary fragrance brands, including Mustang, Ellen Tracy and IZOD. The company has a strong retail presence in TJ Maxx, Marshalls and Ross, in addition to wholesale operation and in-store channels.

Fundamental Brands is planning an immediate launch of DTC digital commerce and omnichannel marketing for the GAB portfolio. The company will move a portion of current offshore production to a US-based facility. The move is to slash manufacturing lead times from six months to roughly six weeks.