Fundamental Brands, a consumer brand accelerator and holding company, has signed a definitive agreement to acquire Great American Beauty (GAB) and its licensing subsidiary, Palm Beach Beauté. 

GAB is the manufacturing and distribution arm of the business, with Palm Beach Beauté operating as its wholly owned licensing subsidiary, holding the intellectual property and brand licenses that help power GAB’s expanding portfolio of brands. 

Together, the two companies manage a diversified mix of licensed and proprietary fragrance brands currently sold in Burlington, TJ Maxx, Marshalls, Ross, and Belk.

GAB’s licensed brand portfolio includes Mustang, Ellen Tracy, IZOD, and others. 

In addition to its licensed portfolio, Palm Beach Beauté owns and operates several proprietary brands and IP, giving the combined entity a broad and diversified revenue base that spans licensed and owned intellectual property.

Mark Hauman, Chief Executive Officer, Fundamental Brands, said,

“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. That changes the moment this deal closes.” 

The acquisition adds an established fragrance business generating approximately $31 million in sales in 2025 to the Fundamental Brands portfolio of companies.

The acquisition also accelerates Fundamental Brands’ domestic manufacturing strategy, diverting a portion of GAB’s current offshore production to a U.S.-based fragrance manufacturing facility. 

The shift is expected to compress production lead times from approximately six months to as few as six weeks.

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