Beauty Store Business magazine - January, 2020

Ultra/Standard Distributors Acquires TextureMedia

Ultra/Standard Distributors has a new acquisition: TextureMedia, a social-media haircare community for multicultural beauty consumers. Terms of the deal weren’t disclosed.

“TextureMedia possesses a honed ability to connect with the multicultural beauty consumer and a demonstrated track record of building brands and recognizing opportunities within this ever-expanding beauty category,” said Michael Ross, president of Ultra/Standard. “This union reinforces the importance of cultivating a closer relationship with the end consumer and creating a two-way dialogue that is imperative to our brands’ collective growth. We’re excited for what’s ahead and for the comprehensive 360-degree platform we’re planning to foster the conversation between retailers, brands and these valued consumers.”

Specializing in the textured-hair category for more than 40 years, Ultra/Standard distributes more than 6,000 SKUs that cater to all categories of multicultural beauty care to major retailers, such as Target, Sally Beauty Supply, Walgreens, Bed Bath & Beyond, Rite Aid and more—including a recently expanded export business in various countries throughout Africa, Europe and the Middle East. It is a four-time winner of the “Distributor of the Year” Award from the American Health and Beauty Aids Institute.

Ultra/Standard has also demonstrated great success with growing acquired businesses, most recently with its acquisition of a Hispanic distributor in 2012, which has expanded its multicultural offerings. Expertise in the category has positioned Ultra/Standard as an influential leader within the natural-hair beauty-product market, and recognition of the retail opportunity of online brands and the digital community led to the natural progression to join forces with TextureMedia.

TextureMedia has been a pioneer in empowering, educating and inspiring its influencer community since 1998, when it launched NaturallyCurly—one of the first digital platforms catering to the natural-hair movement. Today, TextureMedia reaches three million people monthly across four portfolio brands—NaturallyCurly, CurlyNikki, CurlMart and CurlStylist—and up to 26 million including those brands’ social channels.

Also, TextureMedia’s market-research brand, TextureTrends, has provided haircare brands with consumer insights and a perspective on haircare and style trends and behaviors since 2010.

TextureMedia will continue to operate independently and in partnership with Ultra/Standard from TextureMedia’s headquarters in Austin, Texas.

[Logo courtesy of Ultra/Standard Distributors and Business Wire]