Extravaganza Beauty has acquired Roja London, enhancing its luxury fragrance portfolio while retaining founder Roja Dove as a consultant.
Extravaganza Beauty has acquired Roja London, marking a cross-border deal that brings an established international luxury fragrance brand under the ownership of a Middle Eastern beauty group.
Founder Roja Dove will remain with the business as a consultant, while CEO Audrey Minard will work alongside the Extravaganza Beauty team.
Extravaganza Beauty operates in the luxury and prestige beauty sector and distributes more than 50 international brands across the Middle East, Europe, the Americas and Africa. The company had more than 100 employees across its operations as of 2024.
In a LinkedIn post, Extravaganza Beauty said: “We are proud to announce the acquisition of Roja London, marking the beginning of an exciting new chapter in our journey of growth and global expansion.
“This is more than an acquisition — it is a coming together of heritage, creativity, craftsmanship and ambition, with a shared vision to take exceptional British fragrance to new markets and new audiences around the world.
“We look forward to building on Roja London’s legacy while creating new opportunities for innovation, growth and the future of fragrance.”
Grant Thornton UAE advised the shareholders of Roja London on the sale of the luxury fragrance house to Extravaganza Beauty, a luxury beauty and brand management group.
The firm provided sell-side M&A advisory services during the transaction, supporting the shareholders through the preparation, marketing, negotiation and execution of the sale.
Grant Thornton says the transaction reflects continued activity in the luxury beauty and fragrance sector, with international brands attracting interest from regional beauty groups.
Grant Thornton partner and head of financial advisory services Salmaan Khawaja says: “Roja London has built an exceptional brand with a distinctive position in the global luxury fragrance market. We would like to congratulate the shareholders, Extravaganza and the advisory teams involved on this strategic transaction and look forward to seeing the business continue the growth journey under its new ownership. This transaction marks a major milestone in the international luxury consumer space, and we are pleased to have acted as sell-side adviser.”
Grant Thornton director, M&A and transactions Qasim Memon says: “This transaction reflects the strength of the Roja London brand and the significant opportunity ahead under Extravaganza’s ownership. It has been a privilege to advise the shareholders on this deal. The transaction showcases our team’s strengths and capabilities in advising on cross-border deals.”
Roja shareholders say: “Selling the business is a significant milestone for us, and Grant Thornton provided exceptional support throughout the journey. Their clear communication, commercial approach, cross-border transaction expertise, and consistent accessibility gave us confidence throughout the process. We greatly appreciated their commitment and dedication and are delighted with the successful completion of this landmark transaction.”
