FirstCry parent unit buys 10% stake in personal care firm

Brainbees Solutions, the parent company of Indian mother and babycare retailer FirstCry, has announced that its material subsidiary GlobalBees Brands Pvt Ltd acquired an additional 10% stake in Cloud Lifestyle Pvt Ltd for 60.3 lakh rupee (US$72,651).

The acquisition was announced on August 14, 2025, and was executed via a cash transaction under an earlier investment agreement dated November 12, 2021.

Following this deal, Cloud Lifestyle, a personal care, beauty, and wellness company, will be fully owned by GlobalBees.

Cloud Lifestyle, which deals in personal care, beauty, and wellness products, reported a turnover of 55.4 crore rupee (US$6.68 million) in FY25, up from 13.1 crore rupee (US$1.58 million) the previous year.

FirstCry reported a consolidated net loss of 111.5 crore rupee (US$1.58 million) for the quarter ended March 31, compared to 43 crore rupee in the same period last year.

GlobalBees saw a 31% rise in operating revenue to 426.5 crore rupee (US$51.45 million), while its international business grew 13% year-on-year to 207.3 crore rupee (US$24.99 million).

FirstCry’s board approved an additional investment of 20 crore rupee (US$2.41 million) in GlobalBees as part of the IPO proceeds utilisation, following an earlier approval for up to 146 crore rupee (US$17.59 million) through the subscription of compulsorily convertible preference shares (CCPS).

🔗 Source: The Economic Times

🧠 Food for thought

1️⃣ Strategic timing in India’s rapidly expanding beauty market

GlobalBees’ complete acquisition of Cloud Lifestyle aligns with significant growth opportunities in India’s personal care sector.

The Indian beauty and personal care market was valued at USD 28 billion in 2024 and is projected to reach USD 48.3 billion by 2033, representing a compound annual growth rate of 5.60%1.

Cloud Lifestyle’s own performance reflects this broader market momentum, with revenues jumping from Rs 13.07 crore in FY24 to Rs 55.35 crore in FY25—a remarkable 324% increase that far exceeds typical industry growth rates.

This acquisition timing makes strategic sense given key market drivers including rising disposable incomes, urbanization, and increasing consumer demand for natural and organic products1.

The beauty sector has become particularly attractive for consolidation, with the competitive landscape characterized by frequent mergers and acquisitions, including major players like HUL acquiring BBlunt in 2023 to enhance their premium portfolio2.