Innovative Beauty Group (IBG) is doubling down on digital beauty sourcing with the acquisition of Webpac and Avantade, bringing packaging sourcing, e-commerce and brand development under one roof.
The deal is designed to accelerate IBG’s push to build what it describes as the beauty industry’s first end-to-end B2B marketplace, connecting brands, retailers, vendors and IBG’s 480 beauty specialists in a single digital ecosystem.
The strategy starts with packaging, where IBG sees an opportunity to move beyond siloed sourcing platforms. Webpac brings digital packaging-sourcing platforms including webpackaging, Pack Portal and Samplator, while Switzerland-based Avantade contributes a customized e-commerce platform designed to digitize purchasing between brands, retailers and suppliers.
Together with IBG’s existing capabilities in brand building, product development, formulation and packaging, the technologies are intended to create a digital path from ideation to shelf—with the goal of speeding product development, sourcing and commercialization while reducing inefficiencies across the value chain.
The acquisitions mark another step in IBG’s expansion since Fremman Capital acquired the company from Albéa in May 2024. The group added creative agency Centdegrés in July 2025 and now operates 12 offices across four continents. IBG generated €355 million in revenue in 2025.
“Joining the IBG Group is an incredible opportunity for me to accelerate further Webpac's development," said Duncan Briffett, founder and CEO of Webpac.
“Joining the IBG Group is an incredible opportunity for Avantade to accelerate the project that Duncan and I built together," said Mélanie von Escher, co-founder and CEO, Avantade. "With IBG's resources and expertise, we will be able to go further and faster for our customers while keeping the entrepreneurial spirit that has always driven Avantade."
“I am delighted to welcome Duncan, Mélanie and their teams to the IBG adventure," said points out Xavier Leclerc de Hauteclocque, founder and CEO, IBG. "Webpac and Avantade bring some of the most innovative sourcing and e-commerce technologies in the market—a perfect complement to our current unique offering. Together, we will build the industry's next generation marketplace and bring even greater value to our shared customers with solutions that go well beyond packaging."
