Markwins International has entered into an agreement to acquire Aspire Brands assets Bonne Bell and Lip Smacker.

Markwins and Aspire Brands have mutually agreed to aim to close in February 2015. This is the company’s third major acquisition in a dozen years, following its acquisition of AM Cosmetics in 2003 and of Physicians Formula Holdings, Inc. in 2012.

Bill George, President and Chief Operating Officer of Markwins Beauty Products says:
”The synergies of adding another mass beauty brand, focused in color cosmetics, fits wonderfully into Markwins’ current global operations. Bonne Bell and Lip Smacker add new consumers to our growing portfolio without any consumer cannibalization or crossover.”

Eric Chen, Chief Executive Officer of Markwins, adds: ”For Markwins, Bonne Bell and Lip Smacker will undoubtedly reach a new consumer and enhance our retail relationships. But on a personal level, Markwins’ brands have always aimed to connect with consumers in an intimate way. Bonne Bell is an industry icon, with a rich history dating back 87 years and with 94% consumer recognition. These numbers are staggering in our business, but the smiles the name alone brings to the faces of the consumers are much more impactful.”