Drowning In Debt: Beauty Group Revlon Has Filed For Bankruptcy
Revlon, the beauty and cosmetics company first founded in 1932, has filed for bankruptcy.
For years Revlon, which owns Elizabeth Arden and a number of fragrance lines (including Britney Spears and Christina Aguilera's brands), has struggled with a growing debt pile. From 2009-2015, Revlon mostly had that debt under control, ekeing out enough of a margin to cover the annual interest expense every year.
But then Revlon acquired Elizabeth Arden in a bid to buy its way to growth. That meant taking on more debt, at a time when competition in the beauty space was intensifying. Revlon started to struggle. Having been reliant on physical distribution in malls and shops for years, Revlon suddenly had to compete with upstart brands such as Fenty Beauty (by Rihanna) or Kylie Cosmetics (by Kylie Jenner).
These were digitally-native brands with huge followings that shipped straight to consumers.
𝙲𝚑𝚊𝚛𝚝𝚛 | 𝙳𝚊𝚝𝚊 𝚂𝚝𝚘𝚛𝚢𝚝𝚎𝚕𝚕𝚒𝚗𝚐
