Coty has acquired Beamly, a digital marketing firm known for its ability to drive user engagement for consumer brands across all social media platforms, as well as its experience in creating online videos. The terms of the deal were not disclosed.

Beamly is based in New York and London. Its CEO, Jason Forbes, will continue to lead the company, Street Insider reports, supervised by Camillo Pane, executive vice president, category development on behalf of Coty.

Beamly will work to expand the presence of all Coty brands across multiple social media platforms, while also continuing to work with other clients – brands that are not a part of Coty.

Beamly’s expertise may give Coty’s brands a significant advantage, which stand to benefit from Beamly’s social data benchmarking tools, content creation abilities, and content optimization know-how.