New York-based brand management company American Exchange Group (AXNY) has acquired Urban Skin Rx, a clinical skin care brand specializing in bringing “hyperpigmentation and skin care expertise for deeper skin tones to the mass market,” according to the company’s website. The acquisition builds on AXNY Group’s efforts to expand its footprint in the beauty and personal care industry.
We spoke to Josh Kirson, Senior Vice President of New Business Development for AXNY Group, who explained that Urban Skin Rx offers several strategic advantages.
“Urban Skin Rx has a strong DTC business with a deeply loyal customer base,” he said. “With great distribution at Target and Ulta, we feel as if we can amplify Urban Skin in the marketplace both direct-to-consumer and retail by leveraging our existing infrastructure, retailer relationships, knowledge, and expertise.”
Urban Skin Rx joins diverse brand portfolio
Urban Skin Rx joins AXNY Group’s growing lineup of brands, including Indie Lee, TXTUR, and Found Active, focusing on meeting consumer demand for clean and inclusive beauty offerings. “Urban Skin’s focus on clinical skin care for diverse skin tones perfectly complements our existing portfolio by addressing a critical need for inclusivity in skin care,” he said.
“Across our portfolio, we prioritize serving customers seeking effective, results-driven products with proven formulas that integrate seamlessly into their routines, all while offering exceptional value at every price point,” he added.
This acquisition, said Kirson, allows AXNY Group to expand its reach to an even broader consumer base. “Urban Skin Rx strengthens that commitment, and expands our reach to even more consumers.”
Plans for growth and innovation
AXNY Group has outlined clear plans to enhance Urban Skin Rx’s presence in retail and DTC markets. “We have strong ties in mass, club, and specialty retail distribution,” said Kirson. “We want to expand to the right doors at the right retailers while servicing our existing distribution,” and “we will continue to innovate to help drive our direct-to-consumer business.”
Urban Skin Rx already has a strong retail footprint, with products available at more than 2,000 locations nationwide, according to a company press release.
We also spoke to Victoria Payne, CEO of Urban Skin Rx, who expressed excitement about leveraging AXNY Group’s retail relationships to grow the brand’s presence. “We will widen distribution where it makes sense,” she noted.
Supporting the Urban Skin Rx mission
Urban Skin Rx has been a leader in clinical skin care for diverse skin tones for over a decade, winning its first award from Essence Best in Black Beauty for its Super C Brightening Serum in 2017. Payne views the partnership as an opportunity to build on this success and further the brand’s mission.
“Partnering with AX Beauty Brands gives us the opportunity and the resources to service our loyal customers,” said Payne. “We will bring innovative new product launches that address skin concerns that are important to people of diverse skin tones,” she added, “and reach more new customers through marketing, social media, and community outreach.”
Payne highlighted that under AXNY Group’s leadership, “my long-term vision is for Urban Skin Rx to be an international go-to solution for people struggling with dark spots, hyperpigmentation, acne, and visible signs of aging.”
She added, “we want to offer our loyal customers product and ingredient innovation that is not only in-line with trends but also meets their needs no matter where they are in their skin care journey.”
“This acquisition aligns perfectly with our growth strategy,” Kirson concluded. “With our resources and expertise, we plan to grow the brand’s direct-to-consumer business, broaden its product range, and explore new brand extensions through strategic licensing and partnerships.”
