Together with Great American Beauty’s licensing subsidiary Palm Beach Beauté, the acquisition pairs a legacy fragrance licensing and distribution business with a newer holding company betting it can spark growth through e-commerce, omnichannel marketing and faster domestic manufacturing. It follows Fundamental Brands’ acquisitions of skincare brand Amala and Black haircare brand and manufacturer Lucky Heart as it broadens its beauty platform across categories and channels.

In a statement, Fundamental Brands CEO Mark Hauman says,“Great American Beauty represents exactly the kind of acquisition our strategy was built for—a business with real scale, real shelf presence and an exceptional operator at the helm, who simply hasn’t had access to the digital infrastructure and marketing support needed to unlock its full potential. That changes the moment this deal closes.”

In the same statement, Great American Beauty founder Harold Ickovics says, “I have spent a lifetime in the fragrance business—and in all those years and experiences, I believe the combination of Fundamental Brands and Great American Beauty is the most exciting opportunity to date. Their expertise in direct-to-consumer retail, their access to capital markets, and the strength of our brands and relationships will make a business exponentially bigger than its individual parts.”

“We’re centering around building a portfolio of differentiated brands that have strong core identities, but need strategic, operational or capital support to accelerate growth and expand their reach,” Fundamental Brands founder Sam Genovese told Beauty Independent in February. “We’re not just focusing on a single category or a price point, but rather on finding distinctive brands with authentic consumer appeal.”

Fundamental Brands launched a Regulation Crowdfunding offering earlier this year, a framework regulated by the United States Securities and Exchange Commission that allows everyday investors to purchase securities in private companies with relatively low minimum investments. Facilitated by broker DealMaker Securities, the raise is structured around revenue-based royalties, with investors receiving monthly payouts tied to company revenue and subject to minimum and maximum annualized return thresholds.

Investments start at $500, and proceeds are earmarked for brand acquisitions as well as follow-on investments in manufacturing, marketing and operational infrastructure. Separately, the company filed a Regulation D offering seeking to raise up to $75 million from accredited investors writing larger checks.

“This is truly a unique opportunity for the public to own part of brands that they love and use,” said Genovese in February.

Click here to learn more about Dealmaker Summit running from June 8 to 9 in New York.