Sugar Cosmetics acquires a majority stake in ENN Beauty.

Velvette Lifestyle, the parent company of Sugar Cosmetics, and the popular beauty subscription box, Fabbag, picked up a majority stake in the natural skincare & haircare brand ENN Beauty. While I love the makeup from Sugar Cosmetics and the variety in Fabbag (though the craze has subsided now), I found ENNs products to be decent when I tried it in 2019. I haven’t explored the brand since then.

The brand’s owner took it Instagram to share this happy news with the consumers.

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A post shared by SUGAR Cosmetics (@trysugar)


ENN Beauty is said to be a 100 vegetarian, toxin-free, safe brand. As far as I’ve noticed, some of their products are heavily fragranced and heavily colored which is an appealing factor to some consumers. I’m intrigued with this acquisition and I hope they come up with great products in the future. Some of the popular products in their portfolio are Pucker Hydrating Lip Mask, Rose Ultra-Light Hydrating Crème, About to Glow Saffron infused 100 times washed ghee, and Flax Jello Keratin Boosting 3 in 1 Hair Gel.