Brand Architekts (BA) has announced the completion of its merger with InnovaDerma (IDP). The merger results in a group with greater scale, strong financial foundations and the capabilities to accelerate its growth strategy. BA is a beauty brand specialist, with a wide portfolio of challenger skincare, haircare and body care brands. It is focused on developing innovative and exciting new products. Brands range from female beauty to male grooming, with mass-market appeal and everyday value propositions. Amongst its core growth brands are Super Facialist, Dirty Works, Dr Salts and Fish. BA brands are sold through the High Street, Grocery and E-com channels across the UK & Internationally and through its new D2C platform - The Unexpekted Store.

The merger accelerates the delivery of BA’s ambitious growth plan whilst supporting IDP’s strategy of increasing organic growth. IDP has a strong focus on digital customer acquisition and DTC sales through its online store, utilising a variety of digital marketing strategies to market the Skinny Tan brand across the UK and further afield. When implemented across the combined group’s brands these strategies are expected to help drive customer engagement and accelerate D2C sales.