Huddled Group acquires full ownership of Boop Beauty to drive sustainable growth

Huddled Group plc (AIM: HUD), a leader in circular economy e-commerce, has completed the acquisition of the remaining 25% equity in Boop Beauty Limited, making it the sole owner of the pioneering beauty platform. This move underscores Huddled’s commitment to sustainable retail and its strategic efforts to strengthen its portfolio of environmentally conscious brands.

Why Did Huddled Acquire Full Ownership of Boop Beauty?

Huddled Group’s decision to fully acquire Boop Beauty reflects its confidence in the company’s growth trajectory. Since its founding in 2023 by Yasmine Amr, a former L’Oréal in-house counsel, Boop Beauty has disrupted the beauty sector with a unique direct-to-consumer model that addresses industry waste while making luxury products more accessible.

The acquisition, valued at £100,000, will be settled through the issuance of 3,248,863 new ordinary shares in Huddled Group plc. These shares are expected to be admitted to trading on AIM by 27 May 2025 and will be subject to a six-month lock-in period, followed by a 12-month orderly market agreement.

The Rise of Boop Beauty

Boop Beauty has emerged as a significant player in the sustainable e-commerce landscape. Its innovative platform allows beauty brands to manage premium excess inventory efficiently while providing consumers with affordable access to high-end products.

In recognition of its contributions to sustainability, Boop Beauty received the prestigious Marie Claire Sustainability Award for Best Small Business: Multi-Brand Retailer in 2024. This accolade highlights the brand’s commitment to reducing waste in the beauty industry while fostering a circular economy.

Yasmine Amr’s leadership has been instrumental in Boop Beauty’s success. Her expertise and vision will continue to guide the company as she transitions to a non-executive director role under Huddled’s ownership.

Strategic Implications for Huddled Group

Full ownership of Boop Beauty enables Huddled to scale its operations more aggressively. The company intends to allocate additional resources toward inventory expansion and targeted marketing campaigns to capture untapped market opportunities.

Huddled Group CEO Martin Higginson emphasised that this acquisition aligns with the company’s strategy of building a robust portfolio of circular economy brands. He stated that Boop Beauty’s innovative model complements Huddled’s mission of fostering sustainable retail practices.

With consumer demand for eco-friendly products continuing to rise, this acquisition positions Huddled to capitalise on a growing market. Full ownership allows for streamlined decision-making and enhanced investment capabilities, which are critical for Boop Beauty’s sustained growth.

What Does This Mean for the Beauty Industry?

The acquisition is not just a milestone for Huddled Group but also a significant development in the beauty industry. Boop Beauty’s platform has redefined how beauty brands address excess inventory, offering an alternative that is both profitable and sustainable.

By integrating Boop Beauty fully into its operations, Huddled Group is setting a precedent for how e-commerce companies can prioritise environmental responsibility while achieving financial growth.

Founder and CEO Perspectives

Commenting on the acquisition, Martin Higginson expressed optimism about Boop Beauty’s future under Huddled’s stewardship. He highlighted the company’s potential to become a leader in sustainable beauty retail and praised Yasmine Amr’s continued involvement.

Amr, who retains a vested interest as a shareholder, described the acquisition as a pivotal moment in Boop Beauty’s journey. She expressed confidence in Huddled’s ability to provide the resources and expertise needed to drive the brand’s next phase of growth.

A Look Ahead

Huddled plans to update the market on Boop Beauty’s progress as part of a Group trading update early in 2025. This acquisition is expected to unlock significant value for both the company and its shareholders while reinforcing Huddled’s position as a leader in circular economy e-commerce.