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Sampler Acquires a “Sample” of Abeo to Expand to Europe and US Markets

May 2, 2023


Toronto-based company, Sampler, a product sampling platform for consumer packaged goods, has recently acquired Abeo, a beauty industry digital sampling agency. Sampler was created in 2013 by Marie Chevrier and works with consumer packaged goods companies to create and manage product sampling programs to generate customer engagements. Sampler is currently available in 23 countries and has worked with over a thousand brands from different sectors. Some notable companies include L’Oreal, NYX, La Roche-Posay, Kiehl’s, and Dove. The acquisition will advance Sampler’s expertise in the beauty industry and accelerate its expansion into Europe and the U.S.

Arcade Beauty, a U.S. firm offering sampling solutions for beauty and wellness businesses, founded Abeo and will receive a minority stake in Sampler. Arcade Beauty and Sampler have entered into a commercial partnership agreement that will allow brands to partner with the two companies to design end-to-end tools for promotional campaigns. After selling Abeo to Sampler, Arcade Beauty stated it will continue to focus on its core product innovation strategy, specifically supporting the beauty and wellness industry.

Caroline Jordan


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