The US beauty brand has revealed a new series of older women that will be featured on the US beauty site beauty4u.
The beauty4us website, which is owned by the company owned by cosmetics giant L’Oreal, said on Monday it has acquired the US online retailer, which has been a long-time buyer of beauty products.
Beauty4us said it will continue to sell beauty products directly to customers, while offering “free” discounts on all beauty products sold through the site, including its own.
“Beauty 4 U is a major player in the beauty industry, so we know our audience really wants and expects to find our products at our store,” the company said in a statement.
“With the acquisition of Beauty4us, we will continue our focus on serving our customers through the acquisition and distribution of beauty and personal care products.
We are thrilled to have this great partner who is committed to serving the beauty and beauty care community.”
The beauty brand said it would continue to invest in the brand, and would expand its business to include products for older women.
“The beauty community is one of the fastest-growing segments in the industry and we have a number of products that have been tested by thousands of customers, including our signature beauty product,” the statement said.
“We are excited to bring these products to the Beauty4u platform as well as our online community.”
L’Oblivion cosmetics has been one of L’Oréal’s biggest customers, with more than $100 billion in sales in 2016.
The US cosmetics company has struggled to maintain a foothold in the US, losing market share to rival companies like Nordstrom and Ulta Beauty in the past few years.
But its latest purchase has come as it has faced competition from new companies like Amazon, which it bought in 2016 for $3.5 billion.
Its Beauty 4 u deal comes as L’ORéal has begun to expand into China.
The company is set to launch an online beauty shopping service in the Chinese market later this year, and the company has already begun to sell its own skin care products there.