From Europe to Morocco: H&S Group reinforces beauty strategy with ABM Cosmetics UP and Beauty4U

H&S Group, through its Dislog Europe vertical, announces the signing of an agreement to acquire 60% of ABM Cosmetics UP, a company specialized in the distribution of cosmetics and personal care brands.

This transaction is part of Dislog Group’s strategy to build a solid cosmetics vertical in Europe, continuing the model successfully deployed in Morocco.

With this majority stake, Dislog Europe aims to accelerate its presence in a growing market and structure a reference platform to serve beauty and care brands.

ABM Cosmetics UP, a recognized partner of international brands such as Genomma Lab and Vivienne Sabó, has proven expertise and a distribution network covering more than 2,500 points of sale in Spain and Portugal, complemented by e-commerce channels.

“We are pleased to welcome ABM Cosmetics UP to Dislog Europe. This operation enables us to lay the foundation of a pan-European beauty platform, capable of supporting our partners across the entire value chain: regulation, marketing, commercial execution, and logistics.” — Mehdi Bouamrani, CEO Dislog Europe

“We are delighted to join the Dislog family and to accelerate our company’s international growth within such a dynamic group. By joining forces, we will strengthen the presence of our partner brands and expand our portfolio in Europe.” — Mauricio Da Costa, CEO and co-founder of ABM Cosmetics UP

A national digital ambition: launch of Beauty4U in Morocco

In parallel, H&S Group, through its H&S Retail vertical, announces the official launch of its national e-commerce platform dedicated to beauty: Beauty4U.

This new online site will go live on November 28, 2025, on the occasion of Black Friday, and will offer Moroccan consumers a wide selection of cosmetics, skincare, and fragrances.

Beauty4U aims to establish itself as the reference digital beauty platform in Morocco. Relying on the group’s commercial and logistics expertise, it will support the growth and visibility of numerous national and international brands, both in Morocco and in Europe. Among them: La Roche-Posay, Garnier, CeraVe, Dercos, Avène Eau Thermale, ISDIN, Argapur, Kaline, Avon, P&G, L’Occitane, Vichy, Ultrasun, Beiersdorf, Filorga, Noreva, Bioderma, Ducray, Maybelline, Eucerin, and Uriage.

“We are delighted to announce the launch of our e-commerce platform dedicated to the beauty world. Our offer will cover a wide range of categories from dermo-cosmetics to make-up, hygiene, and haircare, with customer experience at the heart of our strategy. We will offer thousands of products at the best prices, across the entire Moroccan territory, with delivery times ranging from 24 to 48 hours.” — Hicham Kitane, CEO H&S Retail

Governance and timeline

The founders of ABM Cosmetics UP will retain a 40% stake and will continue to oversee the company’s operations. The transaction will be finalized once customary closing conditions have been met.

About Dislog Group

Founded in 2005, Dislog Group is a diversified and integrated Moroccan industrial group. A leader in the FMCG sector in Morocco, and more recently in pharmaceuticals and medical devices, the group operates in three fast-growing sectors: hygiene, food, and health.

Its industrial units in Morocco and Europe produce and market the following:

Hygiene sector: liquid detergents, multipurpose and specialized cleaning products, bleach, paper hygiene products, baby diapers.

Health sector: pharmaceutical products in multiple forms (capsules, tablets, syrups), dermo-cosmetics (creams and body cosmetics), and medical devices.

Food sector: chocolates, biscuits, confectionery, and organic food products (soups, sauces, and juices).

With 150 brands, both owned and partnered, Dislog Group contributes to improving consumers’ daily lives in Morocco and Europe. The group manages an annual total of 276,000 inbound pallets (factories and imports) and an equal volume outbound (to agencies and end customers), each representing 220,000 tons per year. This brings the annual logistics volume handled to 552,000 pallets, equivalent to 440,000 tons per year.

The group employs 3,400 people and develops a portfolio of hundreds of brands that enhance the lives of households and consumers in Morocco and Europe.

In just 15 years, the group has become the market leader thanks to its brand-developer vision within the life economy, and its positioning as a “Full Service Provider”, integrating the entire value chain—from production to consumers’ shopping baskets—through its various subsidiaries.

About ABM Cosmetics UP

ABM Cosmetics UP is a distributor of cosmetics and personal care brands operating in Spain and Portugal, with a network of over 2,500 points of sale and omnichannel digital operations. The company supports its partners in regulation, marketing, and commercial execution.