DBG Group Takes Full Control of MCoBeauty in a Major Billion-Dollar Deal
Australian skin care and cosmetics label MCoBeauty, famed for its ‘dupe’ culture, is now fully owned by billionaire Dennis Bastas’ DBG Group—reportedly valuing the brand at US$1 billion. The post DBG Group Takes Full Control of MCoBeauty in a Major Billion-Dollar Deal appeared first on Global Cosmetics News.
THE WHAT? Australian skin care and cosmetics label MCoBeauty, famed for its ‘dupe’ culture, is now fully owned by billionaire Dennis Bastas’ DBG Group—reportedly valuing the brand at US$1 billion. This follows DBG’s initial 50 percent stake in 2022 and underscores MCoBeauty’s rapid rise both in Australia and the US.
THE DETAILS Under founder Shelley Sullivan, MCoBeauty saw a sales surge from US$18.5 million in 2022 to US$63 million in 2023, a 241% increase. Building on that momentum, the brand expanded into 1,850 Kroger Family stores, entered Target in the US, and swiftly gained recognition for its affordable takes on high-end favorites. MCoBeauty’s chief marketing officer, Meridith Rojas, attributes their growth to a successful formula of tapping into “dupe” culture—while noting the brand’s broader product range and global ambitions. DBG Group’s portfolio also includes Nude by Nature and ESMI skin minerals.
THE WHY? With value-driven offerings fueling consumer demand, the acquisition reflects DBG’s strategy to harness emerging beauty disruptors that resonate across multiple markets. MCoBeauty’s success story points to a growing appetite for accessible brands that blend on-trend innovation with a compelling price point—an enticing combination for a global, increasingly cost-conscious consumer base.
The post DBG Group Takes Full Control of MCoBeauty in a Major Billion-Dollar Deal appeared first on Global Cosmetics News.
