In a move that is likely to please some of the cosmetics industry’s most outspoken critics, the U.S. cosmetics industry is set to spend about $10 billion this year on the Cliven brand.
In a statement, Cliven spokeswoman Andrea Zinkler said the company is “excited about the future” of the brand.
The brand, which makes facial cleansers, beauty products and other cosmetics, had been struggling in recent years as it struggles to maintain its market share, even though sales have surged.
The company also faces increasing competition from other companies that offer high-tech products and are using the same ingredients.
In its earnings call, Claver said it will spend $3 billion to increase its presence in Europe, where it will add more than 20 million customers.
Cliven, founded in 1987 by Michael Kors designer J. Crew, has struggled to make inroads in Europe.
Its cosmetics have been criticized for not being safe for sensitive skin and for not having a long shelf life.
Last year, the company said it would stop selling its product, which has been in use since the 1980s.
Cliven has also been hit by allegations of price gouging, which led to the departure of its CEO in February.
Earlier this year, a lawsuit was filed in California, alleging that Cliven violated the terms of a federal law that prohibits misleading or deceptive advertising.
In an interview with Bloomberg News, Cliver’s chief executive, Jim Dickson, said he would be “honored” to spend the $10-billion in the coming year to expand his company’s footprint in Europe and make it more appealing to customers.
He said he will invest $50 million into the company’s European operations this year and $10 million in next year.
“Cliven is one of the world’s most recognized brands, so we’re confident that we can continue to grow the brand and deliver better value for our consumers, and we’re looking forward to the future,” Dickson said.