One Retail expands footprint with acquisition of B5 Cosmetics
This full 100% acquisition, announced in mid-February 2026, aligns with One Retail’s growth strategy through targeted build-ups.
MOROCCO – One Retail, the retail arm of Moroccan conglomerate H&S Invest Holding (also referred to as H&S Group), has acquired 100% of B5 Cosmetics, the exclusive holder of the Flormar franchise in the country, marking a strategic expansion into the beauty and personal care market.
One Retail completed the deal to strengthen its footprint in high-value segments, such as accessible beauty products.
The move integrates B5 Cosmetics’ operations, which have managed Flormar in Morocco since 2012, with over 50 points of sale nationwide.
No financial terms were disclosed in public announcements.
This acquisition supports One Retail’s ambition to build a portfolio of leading retail brands via physical stores, e-commerce, franchises, and client digitalization.
It positions the group to capitalize on Morocco’s booming cosmetics market.
According to a Grand View Research report, Morocco’s cosmetics market was valued at USD 1.82 billion in 2024 and is projected to nearly double to USD 3.59 billion by 2032, growing at a CAGR of about 7.9%.
Growth is fueled by demand for sunscreens, anti-ageing creams, hair care products, and natural products, with women accounting for 62% of consumption and men for 38%.
The deal enhances expertise in structuring and scaling retail networks in emerging beauty segments.
Flormar, founded in the 1950s, operates in over 70 countries and offers makeup and skincare lines known for high-quality formulas and value pricing. B5 Cosmetics exclusively distributes Flormar in Morocco, now fully under One Retail’s integrated model.
H&S Group, led by figures like Moncef Belkhayat, focuses on retail expansion across food, consumer goods, and beauty.
B5 Cosmetics primarily serves as the exclusive distributor and franchise holder for Flormar products in Morocco.
The company offers Flormar’s full range of colour cosmetics and skincare products, including foundations, lipsticks, eyeshadows, mascaras, nail polishes, and face creams, known for high-quality formulas at value prices.
These products have been available through over 50 points of sale across Morocco since B5 Cosmetics began managing the Flormar franchise in 2012.
No independent product lines beyond Flormar distribution were detailed in acquisition announcements.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
