Pacific World, a manufacturer of nail and beauty care products, has merged with the W.E. Bassett Co., a supplier of beauty implements, creating the fifth-largest cosmetics company and second-largest nail care company by sales in food, drug, and mass retailers nationwide.

“The transaction with the W.E. Bassett Co. represents a merger of two strong global cosmetic accessory companies,” stated Joe Fracassi, president and CEO of Pacific World. “Pacific World has further solidified its leading portfolio of nail care solutions to enhance the shopping experience and provide a one-stop shop for consumers through the Fing’rs, Nailene and Trim brands.”

The nail care category grew 16.1% between 2010 and 2011, according to Pacific World, and the current economic climate has shifted consumer focus to at-home retail products rather than salon treatments. In light of this, the product portfolios of both companies are well-positioned to capitalize on the trend of at-home nail care indulgences, including the 2012 launch of SensatioNail, one of the first at-home gel manicure systems on the market.

The merger with the W.E. Bassett Co. completes a series of four acquisitions/mergers aimed to broaden Pacific World’s global scope. In June, Pacific World acquired Fing’rs Europe, an artificial nails brand, and now owns and distributes the Fing’rs brand globally after having acquired Fing’rs U.S. in 2005. The acquisition of Woodward Laboratories in 2010 broadened the company’s reach and opened the door to the niche market of specialty foot care products.