DBG Group Fully Acquires MCoBeauty in Major Billion-Dollar Deal

Australian skincare and cosmetics brand MCoBeauty has now been fully acquired by billionaire Dennis Bastas’ DBG Group.

The brand is reportedly valued at $1 billion. This follows DBG’s first 50% stake in 2022, highlighting MCoBeauty’s rapid rise in Australia and the United States.

Led by founder Shelley Sullivan, MCoBeauty’s sales soared 241% from $18.5 million in 2022 to $63 million in 2023. Riding on this momentum, the brand expanded into 1,850 Kroger Family stores, entered Target in the United States, and quickly gained recognition for its affordable, high-end products.

Meridith Rojas, chief marketing officer at MCoBeauty, attributes its growth to a model that successfully leverages “dupe” culture – while also pointing to the brand’s broader product range and global ambitions. DBG Group’s portfolio also includes Nude by Nature and ESMI Skin Minerals.

Value-driven products drive consumer demand, and this acquisition reflects DBG’s strategy to tap into emerging beauty disruptors that are resonating across multiple markets. MCoBeauty’s success story demonstrates the growing demand for affordable brands that combine popular innovation with attractive price points – an enticing combination for an increasingly cost-conscious consumer base around the world.