BeautyPro Expands Portfolio with Acquisition of Supercover

How Will the Integration Play Out?

BeautyPro, a leading British cosmetics retailer, announced the purchase of Supercover, a foundation brand founded in 1997, on Thursday. The deal, whose financial terms were not disclosed, will see Supercover relaunch under a new website, supercover.co.uk, and continue to operate under the guidance of its founder, Ibs Ansari, who is also a co‑creator of BeautyPro. The acquisition marks BeautyPro’s third major purchase in less than two years, following the acquisition of Skin Sapiens in April 2025.

The move is part of BeautyPro’s strategy to strengthen its presence in the colour cosmetics segment. Supercover has built a reputation for high‑quality foundations that cater to a diverse range of skin tones. By integrating Supercover’s product line and expertise, BeautyPro aims to broaden its offerings and appeal to a wider customer base. The acquisition also brings together the legacy of the Ansari family, as Supercover was founded by Zaf and Najma Ansari, parents of Ibs Ansari.

What Does This Mean for Consumers?

Supercover’s foundation range is known for its inclusive shade selection and advanced formulation. The brand has been praised for its commitment to catering to under‑represented skin tones, a niche that has gained significant traction in recent years. By adding Supercover to its roster, BeautyPro positions itself as a champion of diversity in beauty. The company plans to leverage Supercover’s existing distribution channels and marketing expertise to accelerate growth in the UK market. Early indications suggest that the partnership will allow BeautyPro to offer a more comprehensive palette of foundation shades, thereby attracting a broader customer demographic.

The integration process will involve a phased rollout of Supercover products across BeautyPro’s online and physical retail platforms. According to internal estimates, the first wave of products will be available within three months of the acquisition. BeautyPro’s marketing team will collaborate with Supercover’s creative directors to develop new campaigns that highlight the brand’s unique selling points. In addition, the company intends to cross‑sell complementary products, such as primers and setting powders, to enhance customer experience. While the exact financial impact remains confidential, analysts predict that the acquisition could boost BeautyPro’s revenue by up to 12% over the next fiscal year.

Frequently Asked Questions

Consumers can expect a seamless transition, with Supercover’s existing customers receiving updates about the new website and product availability. The brand’s commitment to inclusivity and quality remains unchanged, as Ibs Ansari will continue to oversee product development. Retail partners will benefit from a richer product assortment, while online shoppers will enjoy an expanded range of foundation shades and improved accessibility. The launch of the new website is scheduled for next month, and it will feature an updated user interface, enhanced search filters, and personalized shade recommendations.

Q: When will the new Supercover website launch? A: The revamped site is expected to go live in early October, offering a smoother shopping experience and expanded shade selection.