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    M&A in der kosmetıkindustrie : indie beauty brands auf dem vormarsch
    (Türk-Alman Üniversitesi, 2019) Pelikan, Madita; Ceritoğlu, A. Bahar
    This master thesis entitled “M&A in the cosmetics industry – Indie Beauty Brands on the rise” analyses the increasing acquisition activities within the cosmetics branch. It can be observed that there is an acquisition boost of founder-managed small and medium-sized enterprises. These enterprises in question became known as “Indie Beauty Brands”. This thesis was composed in collaboration with the cosmetics applicator manufacturer GEKA. Against the background of impairing frameworks GEKA sees the necessity to diversify its operations. The aim of this thesis is therefore to determine a future-oriented acquisition strategy for GEKA focussing Indie Beauty Brands. In this study close attention is given to the question how and in which way GEKA could be profiting from the Indie Beauty Brands’ revolution. The methodical approach comprises a literature analysis which first of all facilitates narrowing down the subject of Beauty Indie Brands. Based on this the second step is the conception on an acquisition strategy as well as a business valuation in regard to DePhamphilis and Wirtz’ M&A theories. Summarising, the thesis is composed of four main parts. The first chapter introduces the cosmetics branch’s status quo. The following part outlines characteristic features of Indie Beauty Brands. Moreover, external factors are presented which contributed to the Indie Beauty Brands’ establishment. In the third chapter different M&A theories are illustrated as well as the cosmetics industry’s M&A activities. The final part of this thesis contains an acquisition strategy basing on which a business valuation of three Indie Beauty Brands is presented. Furthermore, this valuation especially refers to the companies’ Instagram performance. The first finding of this thesis which can be stated is that Indie Beauty Brands are based on a business model that captures the current zeitgeist. In particular the close relationship between company and consumer is very appealing for younger users. With closer examination of the Indie Beauty Brands a significant emphasis within their communication and interaction can be noticed in the field of social media. This is reflected in their focused use of social media marketing and e-commerce. Predominantly Instagram serves as a means of direct communication with the customer. Basing on these findings an acquisition strategy could be developed for GEKA. For this purpose, an evaluation of acquisition objects was carried out on the basis of their Instagram performance. With that in mind, eventually, a tangible purchase recommendation could be expressed for the most convincing company.