Continuing with its 15-year acquisition run, privately-owned Markwins Beauty has accessed its 4^th brand—prestige makeup pro brand Lorac.
 
Markwins acquired AM Cosmetics with brands wet ‘n’ wild and Black Radiance in 2003, Physicians Formula Holdings, Inc. in 2012, and Aspire Brands assets Bonne Bell and Lip Smacker in 2015. With the addition of Lorac, Markwins will complement its already well-established mass beauty portfolio with the addition of this prestige brand.
 
” Lorac is the original professional makeup artistry brand, and Markwins is excited to add its unique market-positioning to our expanding brand portfolio,” said Stefano Curti, global president of Markwins. “With Lorac, Markwins enters the prestige channel with an iconic Hollywood mainstay—expert products created under the intuition of makeup legend Carol Shaw, resulting in technologies that compel even the sharpest of beauty enthusiasts’ critical eye.”
 
Lorac Cosmetics was founded 20 years ago by Hollywood beauty legend and PRO makeup artist Carol Shaw after she saw the need to develop products that wouldn’t irritate her celebrity clients’ sensitive skin. What resulted was a line of professional, red carpet ready formulations with skin-friendly ingredients available to all. Shaw will continue to work with Markwins as lead consultant on the brand.
 
“As the founder of Lorac, a PRO Artistry brand, I am thrilled to see Markwins re-energizing the brand and taking it to new heights,” said Shaw. “Markwins recognizes the importance of honoring our PRO heritage and continuing to develop high-quality products that create effortless, Red Carpet beauty for which Lorac is known.”
 
“Markwins’ expanding success is simple at its core: we respect that different people have different needs. Whether culturally or economically, we understand that we need to satisfy the global consumer by continuing to acquire and develop disparate brands – one brand can’t conquer the world,” said Eric Sung-Tsei Chen, CEO of Markwins. “With Lorac, we’re thrilled to add its distinct Hollywood heritage and celebrity status. I have always had a bias toward California, and Lorac is yet another embodiment of the California beauty spirit.”
 
Markwins Beauty Brands was founded in 1984 by CEO Eric Sung-Tsei Chen.