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Skincare brand born from a single spa in New York City joins Julep Beauty and Laura Geller in AS Beauty portfolio.
January 16, 2023
By: Christine Esposito
Managing Editor
L Catterton has sold Bliss, a skincare and wellness brand that had been in its portfolio since 2015. The new owner is AS Beauty. AS Beauty was founded in 2019; co-founders include the original founders of ELF Cosmetics. Bliss joins Julep Beauty, Laura Geller and Mally Beauty in the AS Beauty portfolio. Bliss World marks its foray into skincare. “The acquisition of Bliss marks the next phase of growth for AS Beauty,” Ralph Azrak, chief operating officer of AS Beauty, said in a statement released on Jan. 17. “Our approach to business development has allowed us to find exponential success in growing brands in the mass and traditional beauty space, and we are excited to use our resources and strategies to break into the skincare category and take this business to even greater heights.” Founded in 2006 and relaunched in 2018, the Bliss World brand has some 30,000 retail points of distribution at Target, Walmart, CVS, and Walgreens. “It is very exciting for the Bliss brand to enter its next chapter of growth with AS Beauty, their operational excellence, and strong digital expertise will accelerate the brand growth and mission of making the Bliss brand accessible to all,” noted Meri Baregamian, CEO of Bliss. In 2021, Bliss became a certified B Corp, becomming the first skincare brand sold at mass and drug to do so.
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