BeautyPro has acquired British make-up foundation brand Supercover for an undisclosed sum, its third acquisition in under two years and its second of 2025 following April's purchase of Skin Sapiens.

The deal carries an unusual family dimension. Supercover was founded in 1997 by Zaf and Najma Ansari, the parents of BeautyPro co-creator Ibs Ansari. The acquisition places the business the couple started in the 1990s under the direction of their son.

Supercover comes with a portfolio that matters to formulators and buyers: 42 shades across ten undertones. That matrix exceeds the shade counts typical of legacy professional foundation lines and speaks to the brand's core audiences — working make-up artists and South Asian consumers.

Ansari framed the asset in direct terms. Supercover is a brand with "real heritage and a genuinely loyal customer base", he told Cosmetics Business.

What does the deal change for the brand?

Supercover will relaunch with a redesigned website at supercover.co.uk, with the stated aim of carrying the brand's heritage forward to a new generation of consumers. No timeline for the relaunch appears in the announcement.

For procurement and professional channels, the relevant facts are these:

• 42 shades across ten undertones remain the line's distinguishing formulation footprint
• The brand retains strong traction among make-up artists and South Asian consumers
• Ownership consolidates within the BeautyPro group, which now spans three acquired labels since 2023
• Ibs Ansari takes operational control of the family-founded business

Why the acquisition pace matters

Three acquisitions in under two years signals a consolidator at work, not a one-off rescue. Skin Sapiens came aboard in April 2025; Supercover follows within months. For suppliers and contract manufacturers serving BeautyPro, that pace implies a growing, diversified order book spanning skin care and colour cosmetics.

For competitors in the professional foundation segment, the return of a 42-shade heritage brand under new capital and a redesigned direct-to-consumer channel adds pressure at exactly the point where inclusive shade ranges have become table stakes.

The takeaway: a family-founded professional foundation brand re-enters the market with existing shade equity and a parent company clearly in buying mode. Watch supercover.co.uk for the relaunch build-out and the next BeautyPro filing for signs of further consolidation.