BeautyPro has acquired Supercover, the foundation brand established by Zaf and Najma Ansari in 1997, with their son, Ibs Ansari, set to run the business under its new ownership. The deal, for an undisclosed sum, marks BeautyPro's third acquisition in under two years and expands its portfolio into complexion make-up.
Ibs Ansari, a co-creator of BeautyPro, will lead the brand founded by his parents nearly three decades ago. The acquisition brings Supercover's family heritage into BeautyPro's growing portfolio, with plans to introduce the foundation label to a new generation of customers through a redesigned website.
Supercover's Family Heritage and Foundation Range
Supercover was established by Zaf and Najma Ansari in 1997. Its foundation range spans 42 shades across ten undertones, and the brand has an established following among make-up artists and South Asian consumers.
The acquisition gives BeautyPro an established complexion make-up range to add to its existing skincare portfolio. No sales figures, market share or customer numbers were provided in the acquisition announcement, leaving Supercover's financial scale unclear.
Ibs Ansari described Supercover as a brand with 'real heritage and a genuinely loyal customer base'. His appointment places him at the centre of its next phase, although details of his responsibilities and the founders' future involvement have not been announced.
BeautyPro plans to relaunch Supercover with a redesigned website at supercover.co.uk. The stated aim is to carry the brand's heritage forward and introduce it to a new generation of consumers, but no launch date or confirmed product changes have been announced.
BeautyPro's Third Acquisition in Under Two Years
The Supercover deal is BeautyPro's third acquisition in less than two years, reflecting its strategy of expanding through established beauty brands. One of its previous acquisitions was Skin Sapiens, which it purchased in April 2025, although financial details of the transactions have not been disclosed.
Adding Supercover broadens BeautyPro's portfolio into foundation and complexion make-up alongside its existing skincare business. The acquisition also gives the company an established product range and a reported following among professional make-up artists and South Asian consumers.
The financial terms remain undisclosed, and BeautyPro has not announced specific sales targets or growth projections for Supercover. It has also yet to confirm whether the existing foundation range, pricing, packaging or distribution arrangements will change under the new ownership.
With Ibs Ansari set to run the brand, the acquisition connects Supercover's family history with BeautyPro's continued expansion. The planned website redesign is the next announced step, while the brand's longer-term commercial plans remain unclear.
The acquisition also gives BeautyPro an opportunity to build on Supercover's established position in the complexion category, where shade range and undertone options are important considerations for consumers. Its existing offering of 42 shades across ten undertones provides a foundation for the brand's next phase, although BeautyPro has yet to outline how it intends to develop the range or reach new customers.
For now, the focus remains on bringing Supercover into BeautyPro's portfolio and preparing the planned website relaunch. The coming months may provide a clearer picture of how the company intends to balance the brand's longstanding identity with its own expansion strategy, while preserving the heritage that has defined Supercover since its founding.
