FreakOut acquires Spice Lab

FreakOut Holdings acquired Spice Lab, a female-focused media company headquartered in Singapore with operations in Thailand and Vietnam. Shareholder stakes are unknown at this point, with the acquisition scheduled to be completed by 28 February.

Spice Lab specialises in consumer marketing for the cosmetics and fashion industries through its online magazine ‘Spice’.

Advertisers of Spice Lab now have access to FreakOut’s mobile-first publishing platform, with a reach of 20 million page views per month and a social media presence of over 2.5 million followers, according to the company.

Through the Spice acquisition, FreakOut said it will be able to provide expanded content marketing solutions by running clients’ video campaigns and employing influencers. FreakOut will also expand its proprietary media solutions in addition to its native adtech and programmatic trading desk businesses. In future, FreakOut plans to develop new websites in other categories such as parenting and travel.

Commenting on the acquisition, Narayan Murthy Ivaturi, COO and board director, FreakOut's adtech business said: “We at FreakOut had a lot of exposure to clients having a tough task in sourcing right, good quality content to communicate their brand message that resonates with their target group... This acquisition brings that effort to the next level when we take the next big step into the content business."