Rhyz, the investment arm of Nu Skin Enterprises, adds BeautyBio, a clean skincare and beauty device brand, to its ecosystem of consumer, technology, and manufacturing companies.
WHO: Founded by Jamie O'Banion in 2011, BeautyBio combines skincare and patented beauty tools that promise pro-grade results at home. The brand is best known for its microneedling tools that launched in 2016. BeautyBio has an omnichannel distribution strategy including global retail partners such as Sephora, Ulta, Harrods, and Mecca.
Formed in 2018 by Nu Skin Enterprises, Rhyz is a synergistic ecosystem of consumer, technology, and manufacturing companies focused on innovation within the beauty, wellness, and lifestyle categories.
WHY: BeautyBio will leverage opportunities for growth and cost efficiencies as part of the Rhyz ecosystem.
IN THEIR OWN WORDS: "BeautyBio's commitment to beauty through innovation aligns with our vision for personalized, science-based skincare products and beauty device systems," said Ryan Napierski, President and CEO of Nu Skin Enterprises. "BeautyBio's unique device IP in hydration facial and micro-needling technology will further strengthen Nu Skin's position as the world's best-selling beauty device systems brand. For BeautyBio, our unique expertise in devices, manufacturing and technology will help this business reach its potential as part of the Rhyz ecosystem."
"We couldn't be more excited to be a part of Rhyz and the Nu Skin Enterprises family," said Jamie O'Banion, founder, President and CEO of BeautyBio. "As we look for new opportunities to empower our existing and future communities around the world in a deeper and more meaningful way, this partnership will enable us to further accelerate our mission of enhancing lives through clean, performance-based skincare solutions for a limitless, healthy future."
EMV: BeautyBio netted $729.3K EMV in Q3, a 62% QoQ surge that failed to offset a 66% YoY drop. The brand enjoyed notable QoQ expansions of its creator community (203 advocates) and content volume (576 posts), which jumped by a respective 17% and 36%. Much of this momentum was due to an influx of generative new creators: brand fans who posted about BeautyBio in Q3 after not doing so in Q2 accounted for $458.4K EMV, well above the $270.9K EMV driven by creators who had also mentioned the brand during the previous quarter. These newcomers comprised four of BeautyBio’s top five Q3 earners, including no. 1 overall EMV driver Adaleta Avdić (@adaatude on Instagram).
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