Amyris completes acquisition of EcoFabulous Cosmetics, a clean “Gen Z-focused” beauty brand
10 Feb 2022 --- Amyris has closed the purchase of EcoFabulous Cosmetics, a youth-oriented clean beauty brand. The synthetic biotechnology company has also started production of consumer products at its Reno, Nevada facility ahead of schedule, part of Amyris’ plans to consolidate its manufacturing capabilities.
The move is slated to further the company’s growth and increase its market presence for clean beauty among Gen Z consumers. Sales are set to begin in Q3 of 2022 via its DTC eCommerce platform and retain partnerships, Amyris says.
“The first consumer products will be produced this quarter ahead of our previously communicated mid-year 2022 target. We continue to execute well across our business and expect the first quarter to be our strongest consumer revenue quarter yet,” says John Melo, president and CEO of Amyris.
The acquisition is a part of Amyris’ 2022 plans to launch a new range of Gen-Z clean beauty offerings.
EcoFabulous offers young consumers cost-effective skincare and color cosmetics. The brand’s marketing focuses on sustainability and efficacy.
“Our consumer growth is accelerating due to the early success of our recently launched brands, Rose Inc. and JVN, along with the continued momentum of Biossance, Pipette and Purecane,” Melo says.
Amyris is focused on sustainable beauty and skincare brands that appeal to youthful consumers.The importance of younger consumers
Gen Z is the fastest-growing beauty segment in China and one of the fastest-growing segments in the US. The generation’s emphasis on sustainability and clean beauty has largely transformed markets across industries.
The purchase of EcoFabulous, announced in April 2021, will further Amyris’ growth and increase its market presence for clean beauty among Gen Z, complimenting Amyris’ other consumer brands.
Transitioning to consumer production
The start of production of consumer products at Amyris’ plant in Reno is an “important first step” in its manufacturing consolidation strategy across its growing portfolio of consumer brands.
By consolidating manufacturing, Amyris is reducing its reliance on third-party manufacturers. This will enhance the company’s control over its supply chain, and Amyris expects lower unit costs of its consumer products as a result.
Amyris specializes in clean health and beauty, as well as flavors and fragrances, with an objective of transitioning the industry to sustainable ingredients through fermentation and the company’s proprietary Lab-to-Market platform. The platform offers “state-of-the-art” machine learning, AI, robotics and fermentation tech to aid market innovation on a commercial scale.
In October, Amyris employed Inscripta’s Onyx genome engineering platform to help reduce time-to-market for products and ingredients and add more genetic diversity to Amyris’ projects.
Last August, Amyris launched the skincare brand Terasana for dry skin and inflammation. The brand is clean, cruelty-free and ethically sourced
Edited by Olivia Nelson
