JBR M&A transaction

Beauty X and Dutch Beauty Group

JBR acted as M&A advisor to the shareholders of Beauty X in its merger with Dutch Beauty Group.

JBR Corporate Finance's deal team consists of: Caspar van der Geest, Levi Schuurman and Sten Welboren.

Beauty X and Dutch Beauty Group are joining forces in a strategic merger.

JBR acted as M&A advisor to the shareholders of Beauty X in its merger with Dutch Beauty Group.

Beauty X and Dutch Beauty Group are joining forces in a strategic merger. The merger creates a powerful player in the beauty industry with more than 80 outlets and annual sales of €120 million - good for third place in the Benelux and the position of largest franchisor in this market segment, with international ambitions.

Facts and figures

Beauty X

Beauty X is a national retail formula in the beauty industry, founded in 2018, with more than 30 stores throughout the Netherlands and abroad. The formula distinguishes itself through a mix of perfumery and personal service, focusing on the core values of Attention, Knowledge, Surprising, Pleasure and Pride.

Dutch Beauty Group

Dutch Beauty Group is the umbrella organization behind Parfumswinkel and MOOI Parfumerie. Since 2020, the company combines the physical retail expertise of MOOI with the online strength of Parfumswinkel. With more than 30 affiliated stores and a strong digital position, Dutch Beauty Group has developed into a key player in luxury beauty products.

Thursday, March 27, 2025

Press Release

The merger creates a powerful combination of retail and distribution expertise, enabling the combination to better respond to changing consumer needs and supply chain challenges. By pooling knowledge and resources, both parties expect to serve their customers even better through innovative store concepts, a wider assortment and a more efficient supply chain.

The merged organization will further develop the labels MOOI Parfumerie, Beauty X and Parfumswinkel under the name "New Beauty Hub."

"With this merger, we are creating a powerful network within the beauty industry, bringing together the best of three worlds. We are greatly looking forward to offering our customers an even wider selection of luxury beauty brands and a unique shopping experience." says Dorian Hofs, CEO of Dutch Beauty Group.

Peter van der Meer, CEO Beauty X and former founder of MOOI Parfumerie continues, "Everything comes together so nicely, with Dutch Beauty Group we can take our vision on entrepreneurship, knowledge and skills of our store teams, customer intelligence and personal service to a higher level; a cooperation that the beauty world in the Benelux is ready for."