M&A M&A
FMCG-focused BIA Brands buys cruelty-free make-up seller Asa Beauty
Source Inc42 (opens in a new tab)
Fast-moving consumer goods (FMCG)-focused BIA Brands has bought beauty brand Asa Beauty to expand its foothold in the beauty and personal care (BPC) space.Founded in 2020 by Asha Jindal Khaitan and Sukriti Khaitan, Asa Beauty claims to offer natural, vegan and cruelty-free makeup, catering to a select global clientele that values ethical practices and environmental responsibility.