After an announcement yesterday, Estee Lauder has confirmed their intentions for Smashbox to become part of the Estee Lauder family. Estee Lauder already owns several popular brands including MAC Cosmetics, Aveda, Origins, Bumble and Bumble, Prescriptives and Clinique as well as their own cosmetics brand. Estee Lauder will purchase Smashbox Beauty Cosmetics Inc. in a deal that is expected to close sometime around July. Their intentions with the deal are to attract a broader base of younger, more modern customers. Estee Lauder believes they have the expertise to help the brand reach its full sales potential. When the company purchase the MAC Cosmetics brand in 1998, it had sales of about $100 million. It has now become an over $1 billion business and Estee Lauder hopes to have the same monetary success will the Smashbox brand.
Aveda Cosmetics, Hair and Beauty Products are renowned for their natural ingredients and fantastic clean scent. The Minnesota-based company not only creates makeup, hair, and skincare products but also trains estheticians and salon personnel. Salons and spas that carry their products receive special training from Aveda. All of their activities are carried out with being as eco-friendly as possible in mind.
Aveda is a particularly good brand to turn to for hair products. Aveda Black Malva Shampoo and Conditioner is a must-have combination for darker hair. Black Malva deposits a subtle amount of dark color, leaving the hair very shiny and healthy-looking while also scenting it with a soft cherry fragrance. Likewise, their Clove Shampoo and Conditioner give medium brown shades a healthier appearance and help extend the life of a salon hair coloring.
Aveda also makes superb eye shadow. Their eye shadow is full of soothing, natural ingredients that do not irritate eyes. As an added bonus, they are talc-free. You won’t find any outlandish colors here. Every shade is very natural-looking. The pigmentation is good but the staying power could be better. The minimalist packaging is in keeping with their ecologically friendly stance but some consumers find it difficult to use and need to purchase a separate magnetic compact to place the shadows inside.
Aveda’s skin care line offers products that are suited to sensitive skin with a big focus on using organic products. All of their cleansers, scrubs, and moisturizers are created with utmost care for the environment.