The French perfume and cosmetics brand was relaunched in 2014 by husband and wife Ramdane Touhami and Victoire de Taillac. Since then, the label has become popular for its signature fragrances and vintage-style packaging.
Buly raised funding from minority investment vehicle LVMH Luxury Ventures in 2017. This latest deal is the first time LVMH is acquiring a business that was backed by its venture arm.
Buly currently operates over 25 stores around the world and LVMH plans to grow the company. The terms of the deal were not disclosed.
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After a year of booming sales, the fragrance industry is turning its attention to the post-pandemic era, where shifts in product discovery, marketing and more will dictate the sector’s future.