The French beauty retailer is looking to strengthen its online presence in the UK with the acquisition of beauty e-retailer Naturisimo.
Founded in 2008, Naturisimo has built a loyal community of conscious beauty consumers in the UK, offering a curated selection of brands and earning a strong reputation for sustainable, ethical, and clean beauty.
With this acquisition, Oh My Cream aims to accelerates the growth of its online sales in the UK. The beauty concept store chain already operates a network of three London stores (Notting Hill, Chelsea, and Marylebone), with plans to open two to three more by the end of the year.
Naturisimo will become part of the Oh My Cream family mid-May. Its website will redirect to ohmycream.co.uk.
Naturisimo customers will gain access to Oh My Cream’s curated product selection, including brands such as Victoria Beckham Beauty, Herbivore Botanicals, Goop, and Violette_FR — all currently not distributed via Naturisimo — as well as Oh My Cream’s owned brands: Oh My Cream Skincare, Combeau, and the recently acquired Atelier Nubio. Naturisimo’s cult-favorite brands including Innersense, Evolve, Madara, Dr. Hauschka, and Wild Nutrition will be added to the Oh My Cream UK offering.
Naturisimo marks Oh My Cream’s second acquisition in 2025, following the purchase of French natural supplements brand Atelier Nubio. It is also the third in the last two years, after acquiring French technical supplements brand Combeau in 2023.
“Oh My Cream remains actively open to future M&A opportunities that support its strategic goal of expanding its portfolio of owned brands and strengthening its position in key European markets,” said the company in a press release.
Backed by Eutopia and Experienced Capital, Oh My Cream operates over 20 stores across France—including Paris, Île-de-France, and major regional cities—alongside two in Belgium and three in London.