page_title: Beamly
section_title: COTY acquisition
hierarchical_section_title: Beamly / Later History / COTY acquisition
caption_attribution_description: English: Logo of Coty Inc.
context_page_description: Beamly is a technology company based in London, UK and New York City, United States. The company was founded in April 2011 as tBone TV, later renamed to Zeebox, by Ernesto Schmitt and Anthony Rose. It was started as a social discovery and engagement platform with 2nd-screen TV, creating the concept of social television.
  Beamly, then called Zeebox, aimed to provide the optimal platform for connected television, making it a social and interactive viewing experience rather than the standard television viewing format. The platform allowed users to follow and interact with their favourite TV shows, as well as play games and take part in polls. It expanded to the US in September 2012 and into Australia in November.
  Beamly took on funding from BSkyb, Comcast, NBCUniversal, Viacom and HBO. Its first round valued it at above US$150M. It was sold to the New York Stock Exchange listed S&P 500 component Coty, Inc. in 2015 for an undisclosed sum.
context_section_description: In October 2015, Beamly was acquired by COTY for an undisclosed amount. Through this acquisition, Beamly – now headed by Jason Forbes, evolved into a digital marketing and technology business with gross revenues exceeding $120M and a global team of over 180.
  In October 2016, Coty, Inc. acquired $12.5B of Procter & Gamble's beauty brands, making it the largest fragrance manufacturer in the world. Coty used Beamly's technology to accelerate growth of its eCommerce business, while emerging as a digital beauty brand. In December 2019 it was announced that Coty was overhauling Beamly, with the possibility of dissolving the company.
caption: Coty's Logo
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