Coty announced this week that it was purchasing 60% of Younique, a skin care and cosmetics brand sold with peer-to-peer. The brand advertises a mission to “uplift” and “empower” women and partners with Younique “Presenters” to reach customers in their network.

While this majority stake acquisition came as a surprise to many, L2 data found a frenzy in search activity leading up to the announcement. In France, monthly searches for Younique grew 44,100 between December 2015 and 2016 – the kind of increase that suggests an indie beauty brand is about to be acquired.

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