Fusion Brands America Inc. Hopes to Revamp

Fusion Brands America Inc. has weathered management changes, a misfired fragrance launch and legal skirmishes. Now the company, which has spent the last few years retooling, hopes to restore its two marquee franchises — Clean Original fragrance and Fusion Beauty — to their former cult status. LipFusion, for example, was one of the industry’s first lip plumpers and helped create an entirely new category with a devout fan base. With a focus on fragrance, eye and lip, and a management team stewarded in the U.S. by industry veteran Gregory Black, Fusion is expanding its Clean franchise and capitalizing on its results-oriented cosmetics. “We’ve put together a team created for profitable and sustainable growth,” said Black, who joined Fusion four years ago and ascended to the title of executive vice president and general manager in 2013. “We’re rebuilding with brands that are relevant for today’s beauty business.” Industry sources estimate Fusion, which was acquired by Canadian entrepreneur Eugene Melnyk in 2007 from founder Randi Shinder, still maintains global sales exceeding $50 million despite a few years of challenges, but is still well off from the estimated volume of $100 million generated in 2007. Black is confident the right strategies are in motion. “There’s a

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