Abeo, the digital beauty sampling platform, has a latest owner.

The corporate, which launched in 2020 as an element of Arcade Beauty, has been acquired by Sampler, which provides users with free, personalized samples across categories like food and wonder. The acquisition marks a push within the latter category.

“We’ve historically done a variety of work across all the CPG categories — food, personal care and baby,” said Marie Chevrier Schwartz, founder and chief executive officer of Sampler. “We had a roster of beauty brands, however it wasn’t our sole focus. Now, through this acquisition, we’re making a dedicated beauty team to construct customized solutions for the sweetness category.”

Arcade Beauty will stay on as a minority shareholder. Other terms of the deal weren’t disclosed.

“They’re the most important manufacturer of beauty product samples. It’s going straight to the source on manufacturing, helping brands from the creation of a product sample all of the option to distribution is the large opportunity here,” Schwartz said.

The business has modified dramatically, especially given the pandemic. “Brands have come an amazing way in understanding the importance of sampling and understanding it’s a strategic part of selling, not an afterthought,” said Allie Sorensen, general manager, Abeo. “Brands can use sampling to exchange the 15 to twenty percent [promotions] off to drive engagement.”

Abeo’s business — one that includes free beauty samples into digital campaigns across platforms, from social media to email — has been strong in Europe and North America, and needed a partner with digital infrastructure to foster global expansion, Sorensen said. “Arcade Beauty can remain focused on their core product and innovation of sampling at retail, and everybody can do what they’re best at,” she said.