Huddled Group, the circular economy e-commerce group, has taken a controlling equity stake in Boop Beauty, an e-commerce business specializing in surplus beauty products. WHO: Boop is an online, direct-to-consumer retailer specializing in the sale of excess beauty products founded by former L'Oréal in-house lawyer, Yasmine Amr. Touted as "The Outnet" for luxury beauty and wellness products, Boop works directly with beauty brands to help them sell remnant, surplus, and discontinued products responsibly and brand-friendly. Boop serves customers across the UK and has become a trusted partner for well-known brands including Aromatherapy Associates, Foreo, and Legology, among others.Huddled, founded in 2020, is focused on building a portfolio of e-commerce brands. It has built a solid track record in digital marketing and e-commerce, delivering value and great service in the growing world of e-commerce. WHY: This acquisition aligns with Huddled’s strategy to grow its presence in the e-commerce space while addressing the issue of excess stock in the beauty industry. Over the past 12 months, Huddled closed deals with Food Circle Supermarket in April and Discount Dragon in October 2023.IN THEIR OWN WORDS: Martin Higginson, Chief Executive of Huddled Group plc, said, "We are thrilled to be working with Yasmine. The Boop business concept is fantastic and sits perfectly with the Huddled circular economy strategy. It was clear that Huddled could provide Boop with some key ingredients—more stock, marketing, and fulfillment—to drive growth.