Omnichannel platform Sampler is acquiring New York digital agency Abeo, the sampling platform of Arcade Beauty, a global company primarily serving the lux beauty industry.

Allie Sorensen, GM of Abeo, says Sampler will help broaden her company’s reach, launch products, grow and cultivate loyalty as the industry continues to see growth in online shopping and at-home product experimentation.

According to Sampler CEO and founder Marie Chevrier Schwartz, this acquisition and a continued partnership with Arcade Beauty will help Sampler expand in Europe and the U.S., creating a dedicated team focused on delivering omnichannel product experiences for beauty brands, with local offices established in Paris and New York.

Chevrier Schwartz tells strategy Sampler added “several new team members” to the team via the acquisition across roles like sales, marketing, and client success and is expected to continue hiring actively this year.

Sampler’s platform covers products from across categories, with CeraVe, Kiehl’s, Dove and La Roche Posay among the brands it has carried. Abeo, on the other hand, is more focused on high-end beauty, working with the likes of Chanel, Estee Lauder, Glossier and Clarins.

Chevrier Schwartz says beauty sampling has always been a key part of the company’s business strategy and is a critical part of how consumers make purchase decisions. According to Gartner L2 insights, close to 50% of all beauty shoppers indicated that a free sample has led them to buy a product.

According to February NPD research, in line with the U.S. sales trends, the prestige beauty industry in Canada ended 2022 as one of Canada’s top-performing sectors: sales reached $3.4 billion for the year, growing 25%, compared to 2021. The makeup category made a strong comeback, with sales revenue growing 38%, year over year, which is the highest growth of any prestige beauty category.