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It’s becoming somewhat of a recurring pattern: Estée Lauder Cos Inc has announced that it will be adding another independent brand to its growing portfolio.
 
Following shortly after news that Estée Lauder is to acquire perfume brand Le Labo, and skincare label Rodin Olio Lusso, it emerges that Editions de Parfums Frédéric Malle is the third brand to be bought up by the cosmetics conglomerate.
 
Established in 2000, Parisian label Editions de Parfums Frédéric Malle is known for working with some of the world’s most talented perfumers. It recently opened its doors on a new store in New York and could potentially open more under Estée Lauder Cos Inc’s influence, since growth will undoubtedly feature on the agenda.“As an entrepreneur and descendant of a line of legendary perfumers, Frédéric shares our deep commitment to creating products with lasting appeal, and to the continued growth and success of the company which bears his name,” said William P. Lauder, Executive Chairman of The Estée Lauder Companies.
 
These acquisitions by Estée Lauder mark a step in a different direction for the beauty giant, which counts prevailing luxury cosmetics brands such as La Mer and Tom Ford Beauty in its portfolio. It also reveals a new taste amongst consumers for more exclusive labels that have their roots in the skills of craftsmanship.
 
It therefore remains to see how being bought up by a conglomerate will affect Le Labo, Rodin Olio Lusso and Frédéric Malle and whether they will be able to retain the exclusive identities which marks them out. 
 
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