TheUnseen Limited

Offer Deadline:

Friday 19 July 2024 at 2pm BST

Acquisition Opportunity

Hilco is seeking offers to acquire the intellectual property assets and tangible assets of TheUnseen Limited (“TheUnseen” or the “Company”) on behalf of the Company’s Proposed Joint Liquidators, Alex Cadwallader and Dane O’Hara.

Background

TheUnseen, founded by Lauren Bowker, established itself as a leader in integrating material science with beauty products. Officially trading under its distinctive name since its inception, TheUnseen embarked on a mission to revolutionise the beauty industry through the innovative use of alchemy, art, and science. Lauren Bowker, driven by a deep-seated passion for these elements, launched the Company with a vision to create products that dynamically interact with their environment, thereby redefining the traditional concept of beauty.

TheUnseen’s journey began with the introduction of COLOUR ALCHEMY, a groundbreaking temporary hair colour that changes colour based on temperature and sunlight. Following the success of COLOUR ALCHEMY, TheUnseen introduced SPECTRA, a reflective eye makeup that transforms under camera flashes, further solidifying its position as a pioneer in interactive beauty solutions.

TheUnseen operates primarily through a direct-to-consumer model, leveraging its online platforms to reach a global audience. The Company’s products are sold through its official website, ensuring accessibility to customers worldwide. Collaborations with established brands such as Schwarzkopf Professional and have expanded TheUnseen’s reach and enhanced its reputation. integrating material science into traditional beauty products, bolstering the Company’s profile and trust in the brand.

TheUnseen’s products are not just beauty solutions but unique and dynamic experiences appealing to a diverse audience, from beauty enthusiasts fascinated by the interplay of art and science to environmentally and ethically conscious consumers prioritising sustainable and cruelty-free items. The brand also attracts a youthful, trend-conscious demographic, including millennials and Generation Z, who seek products that allow them to express their individuality and creativity.

TheUnseen has benefited from significant investment, with over half a million pounds dedicated to developing and protecting its proprietary products and formulations. The Company’s technology portfolio includes Structural Colour Technology inspired by natural phenomena such as peacock feathers and butterfly wings, creating iridescent colours without damaging the hair. Another notable innovation is the Algae Black mascara and eyeliner collection utilising a sustainable, non-toxic black pigment made from upcycled algae biomass, offering a beauty solution with a significantly reduced carbon footprint. TheUnseen’s technologies stand out in the market for their sustainability, damage-free application, and innovative appeal. The Company has developed these technologies through extensive research and collaboration, navigating complex regulatory landscapes to ensure safety and performance.

This acquisition opportunity presents a unique chance to secure the intellectual property assets of TheUnseen, a front-runner in innovative, science-driven beauty products. The Company’s fully developed product lines, advanced technologies and established brand and digital presence offer a comprehensive solution for launching an interactive and sustainable beauty platform.

Available Assets

TheUnseen Brand

Just over a decade old, TheUnseen has rapidly established itself as a trailblazer in the beauty industry. Merging science, art, and design to produce impactful and unique cosmetics, TheUnseen has redefined the beauty industry with its commitment to creating products that dynamically interact with their environment, offering a unique and intelligent approach to personal aesthetics.

TheUnseen brand has left an indelible impression in the market, having frequently featured in numerous industry articles and reports, highlighting its influence and significance in the ever-evolving beauty landscape. The brand has also been the proud recipient of several esteemed awards, such as the IFSCC Sustainability Challenge 2023 for sustainable cosmetic technologies and accolades at the Pure Beauty Global Awards 2022, further affirming its dedication to innovation and sustainability.

Strategic collaborations have been the bedrock of TheUnseen’s strategy, bolstering its market presence and credibility. A notable example is the brand’s partnership with Schwarzkopf Professional to introduce COLOUR ALCHEMY, a fusion of advanced material science and traditional beauty products. Moreover, TheUnseen has garnered an award from L’Oréal Research & Innovation for its sustainable initiatives, further cementing its position in the industry.

Acquiring TheUnseen brand offers the chance to capitalise on the growing demand for innovative and sustainable beauty products. With its proven track record of blending material science with creative design, TheUnseen is well-positioned to lead the future of interactive and intelligent beauty solutions.

The COLOUR ALCHEMY & SPECTRA Eye Colour Product Brands

COLOUR ALCHEMY

TheUnseen’s COLOUR ALCHEMY brand represents a groundbreaking advancement in the beauty industry, offering a temporary hair colour that dynamically changes colour based on temperature and sunlight. Inspired by natural phenomena such as peacock feathers and scarab beetles, COLOUR ALCHEMY utilises a unique crystal formula to create colourful effects that are both captivating and innovative.

Launched in collaboration with Schwarzkopf Professional, COLOUR ALCHEMY has set new standards for interactive and responsive beauty solutions. This product does not require pre-lightening or bleaching, making it accessible to a wide range of hair types and appealing to consumers seeking novel and non-damaging beauty products.

COLOUR ALCHEMY has received significant media attention and praise from the beauty industry. The product has been featured in numerous articles and reports, highlighting its unique properties and innovative technology. TheUnseen’s partnership with Schwarzkopf Professional has also garnered positive press, emphasising the successful integration of material science into traditional beauty products.

COLOUR ALCHEMY’s innovative approach has not gone unnoticed. The product has been commended for its unique ability to blend science with aesthetics, earning a prominent place in industry discussions about the future of beauty. TheUnseen’s pioneering work with COLOUR ALCHEMY.

SPECTRA Eye Colour

The SPECTRA Eye Colour brand by TheUnseen captures another of the Company’s revolutionary products that showcases the brand’s commitment to innovation and interactive beauty solutions. This reflective eye makeup transforms under different lighting conditions, particularly phone camera flashes, offering users a dual-reality experience that is both striking and unique.

SPECTRA Eye Colour has captured the imagination of a tech-savvy and fashion-forward audience, making it a standout product in TheUnseen’s portfolio. Its innovative design has been highly commended at the Pure Beauty Global Awards 2022 in the Best New Eye Product category, highlighting its impact and the excitement it has generated within the beauty community.

The unique properties of SPECTRA Eye Colour have been widely celebrated in the press, with numerous beauty and fashion publications featuring the product and praising its transformative effects. TheUnseen’s ability to blend advanced material science with creative design has been a focal point of this coverage, reinforcing the brand’s reputation for pushing the boundaries of conventional beauty products.

The media attention surrounding SPECTRA Eye Colour has helped solidify TheUnseen’s position as a leader in the beauty industry, drawing attention to the brand’s innovative approach and its commitment to creating products that offer more than traditional cosmetics. This product and COLOUR ALCHEMY exemplify TheUnseen’s ethos of combining science, art, and design to create truly unique beauty experiences.

Acquiring TheUnseen’s COLOUR ALCHEMY and SPECTRA Eye Colour sub-brands presents a unique opportunity to capitalise on their established market presence, innovative design, and strong industry recognition.

Trade Marks

The Company holds a portfolio of over 30 registered trade marks covering the “The Unseen,” “See the Unseen,” The Unseen Beauty,” and “Colour Alchemy” brand names in the UK and internationally.

A full trade mark schedule is available via a virtual data room.

Patents

The Company’s impressive patent portfolio integrates material science with beauty products, creating unique and interactive consumer experiences. A key patent in TheUnseen’s portfolio uses a combination of colour-changing chemicals and materials to produce special coatings that can change colour when exposed to certain conditions, like changes in temperature or light. This makes these effects possible while ensuring the products feel natural and durable.

Another significant patent in TheUnseen’s portfolio covers a unique type of fibre that changes colour with heat when an electric current passes through it. The fibre consists of a core that conducts electricity and a coating that reacts to the heat generated by the current, resulting in a colour change.

Additionally, TheUnseen has patented a unique technology that involves fibres with a special coating or component that changes colour in response to temperature changes. The liquid crystals within the fibres respond to temperature changes, creating a dynamic visual effect.

Designed with sustainability in mind and using environmentally friendly materials and processes, the Company’s patented technologies allow for precision control of colours through external stimuli, such as temperature or electric current, allowing for highly customisable and flexible product applications. TheUnseen’s technologies allow it to customise its products to meet diverse and ever-changing consumer needs and preferences, distinguishing its products from traditional beauty offerings.

Acquiring TheUnseen’s patent portfolio presents a unique opportunity to leverage these advanced, proprietary technologies in the beauty industry, opening up endless possibilities to launch groundbreaking products that captivate and engage consumers in new and exciting ways.

A full patent schedule is available via a virtual data room.

Organisational Knowledge, Know-How and Technical Data

The Company holds crucial data relating to its proprietary formulations for its COLOUR ALCHEMY and SPECRTA Eye Colour product offerings, which are also available to acquire.

The Platform

The Company has cultivated its sophisticated e-commerce platform (the “Platform”) designed to provide a seamless and robust online shopping experience for its innovative beauty products. The Company’s Platform is also available for acquisition.

Domain Names and Website Content

The Company holds the seetheunseen.co.uk and theunseenbeauty.co.uk domain names.

The Company holds the copyright to the content hosted in its domains.

Social Media Accounts

Rights in TikTok, Instagram, Facebook, LinkedIn, Vimeo and YouTube social media accounts are also available to acquire.

A full social media schedule is available via a virtual data room.

Customer Data

The Company’s database of 3k former customers is available for acquisition.

Subscriber Data

The Company’s database of 9k former subscribers is available for acquisition.

Supplier Data

The Company’s database of former suppliers is available for acquisition.

Stock

Also available to acquire is a comprehensive inventory of both finished goods and packaging components.

The finished goods include the Company’s innovative COLOUR ALCHEMY hair products in shades such as Scarab, Borealis, Phoenix, Andrite, and Peacock and the SPECTRA Eye Colour line in shades like Cobalt, Beudantite, and Wulfenite. The stock also includes Algae Black Mascara and Eyeliner Pencils.

Regarding packaging components, the inventory includes branded e-commerce boxes, postcards, packaging inserts, and tamper-seal stickers.

Machinery & Business Assets

A range of equipment is also available to acquire, including high-quality office and laboratory equipment, IT hardware, and specialised beauty and photography gear. Key assets include Apple MacBooks and iMacs, Dell monitors, and advanced laboratory apparatus and Ultimaker S5 3D Printer. Professional photography equipment such as Canon EOS 1200D cameras, Manfrotto tripods, and professional lighting kits are also available.

Full details on the Company’s tangible assets are available via a virtual data room.

Sale Process

Offers are due Friday 19 July 2024 at 2pm BST. 

All expressions of interest and bids are to be directed to Hilco in writing. A Bid Submission Form is available on request. Please contact Hilco to gain access to a virtual data room of further information on signing a confidentiality agreement.  

Key Terms and Conditions

The Proposed Joint Liquidators act as agents of the Company and without personal liability. 

The bidder acknowledges that Hilco acts as an agent for the Proposed Joint Liquidators who offer for sale only what right, title and interest (if any) the Company possesses in the assets. Such sale will be without any warranties, expressed or implied. The information provided has not been verified by Hilco or the Proposed Joint Liquidators, and bidders are deemed to have carried out their own due diligence. 

VAT, if applicable, at 20% will be added to the price. A non-refundable deposit of 20% will be payable by the buyer within 48 hours of bid acceptance. Legal completion to occur within 5 business days of bid acceptance. Hilco’s full Terms and Conditions apply. 

Contacts

Alexander Muir

Associate Director

Manchester Office

+44 (0) 7593 562917

amuir@hilcoglobal.eu