Flame Tree Group to buy SuzieBeauty cosmetics brand

Flame Tree Group has agreed to acquire SuzieBeauty line of colour cosmetics brand for an undisclosed price.

The acquisition of the Kenya-based SuzieBeauty will help Flame Tree gain a notable position in the niche segment of colour cosmetics.

SuzieBeauty founder Suzie Wokabi will join Flame Tree Group as chief creative officer for the cosmetics segment.

Flame Tree Group CEO Heril Bangera said: "We are delighted to add the SuzieBeauty colour cosmetics brand to be part of our premier colour cosmetics portfolio.

"SuzieBeauty enjoys an outstanding reputation within its category and incredible awareness among beauty professionals and consumers alike.

"It has a loyal following that gives it excellent potential for expansion. It will wonderfully complement our brands in the cosmetic category. We look forward to working with Suzie and her team to continue growing the brand."

SuzieBeauty founder Suzie Wokabi said: "We’ve always looked for opportunities to reach more people with our unique proposition on beauty, working with Flame Tree Group, we can broaden our reach and significantly grow our brand while remaining faithful to the founding principles of SuzieBeauty.

"There is a very bright path ahead and I am excited to work with Flame Tree Group to share our products with more Kenyans."

Flame Tree Group has been reorganising its product portfolio for its cosmetics segments of skin care and hair care.

The company recently acquired four brands from Beauty Plus Trading East Africa to capitalise on the growing popularity of local cosmetics brands in the mass-market.