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GateMaker was founded in 2021 by Ashton Wall and Amelia Soohoo and has worked with brands such as Amika, Estee Lauder Companies, Glossier, LG, L'Occitane en Provence, Milk Makeup, NARS, NEST, Pacifica, Rag & Bone, Reebok, Starbucks, and more.
The Catalan fragrance empire is forced back to Plan A after the proposed $40 billion marriage comes crashing down
When the discussions were disclosed in March, analysts weren’t thrilled about the tie-up’s potential to interrupt Estée Lauder’s turnaround.
Estée Lauder stock rose as much as 11% in premarket trading while Puig stock fell more than 14% in Madrid
The companies had publicly confirmed they were in merger talks in March 2026, though both noted at the time that no agreement had been reached.
The decision ends months of speculation that the two would merge and create one of the world’s largest beauty companies.
Both companies emphasize confidence in their portfolios and commit to driving long-term growth independently.
According to the Spanish economic and business publication, Expansión, new contractual demands by Charlotte Tilbury are disrupting merger negotiations between Puig and The Estée Lauder Cos.
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