L’Oréal ends distribution partnership of Essie with Louella Belle

L’Oréal has announced plans to bring the distribution of nail brand Essie in house, ending its partnership with distributors Louella Belle and Aston & Fincher.

The move is part of L’Oréal’s strategy to strengthen its position in the professional beauty market, and there will be a new direct sales force working with existing Essie accounts as well as new customers to help grow the brand and strengthen marketing and educational services.

Kenneth Campbell, managing director of L’Oréal’s Professional Products Division UK and Ireland, said, “L’Oréal is passionate about driving the Essie professional brand forward. Committed service and support to all salons is at the heart of everything we do and is synonymous with L’Oréal’s salon heritage. We are confident that this new approach will see greater benefits and opportunities for Essie salons and spas.”

L’Oréal will oversee the launch of Essie’s anticipated new gel collection to salons in September, as well as the launch of Essie into the Irish market.

The Alan Howard Group, which was appointed to distribute Essie’s products in the north of England and Scotland in June 2013, will continue its partnership with L’Oreal in those regions.