Mazal GroupMazal Group was founded in 2007, in Chatsworth, California. They have six core brands and two brands in development. With their emphasis on cosmetics, they have shown excessive growth in recent years, opening an average of eight new stores and ten kiosks each year. They have eighty-four employees at their location, up from the initial eight they started in 2007. In 2013, the cosmetics industry in the United States earned revenue of $56.63 billion, with facial skin care accounting for 27 percent of the sector (Figure 1) . CEO, Adi Oded, says: “The cosmetics industry, especially in skin care, is booming. We have all these baby boomers who are aging and looking for anti-aging solutions and we are giving them those solutions” (personal communication, June 27, 2014). The cosmetics industry is constantly developing and this in-depth analysis will provide the explanation as to why the Mazal Group has been so successful in recent years. Horizontal Boundaries One way Mazal has integrated itself horizontally is through the acquisition of several top-ranking beauty blogs on Google search results. Mazal has chosen this strategy to strengthen its position in the sector. By increasing product differentiation, they can sell cosmetics and also educate others about why the ingredients used in the products are beneficial. The main advantage of having these beauty blogs is access to new markets. This is another potential channel to sell skin care products. The blogs are a completely separate identity from the company's skincare brands, so they can leverage the blog's high ranking on Google so Mazal can put its brands on the blog and convince readers why which they should buy the products, without it seeming as if the blog...... half of the sheet.......com/marketstrends/segments/cosmetics/Luxury-Looks-to-Beauty-to-Diversify-Product-Options-Says-Euromonitor-228795541. htmlJensen, T. (2011, April 12). Second page in the rankings: you are the number 1 loser. Gravita online. Retrieved July 4, 2014, from http://www.gravitateonline.com/google-search/2nd-place-1st-place-loser-seriouslySkincare Industry Profile: United States. (2013). Skin Care Industry Profile: United States, 1-38.USC Title 21 - FOODS AND DRUGS. (n.d.). FDA. Retrieved July 1, 2014, from http://www.gpo.gov/fdsys/pkg/USCODE-2010-title21/html/USCODE-2010-title21-chap9-subchapVI-sec361.htmYeomans, M. (2012, November 7) . The global beauty market will reach $265 billion in 2017 due to an increase in GDP. CosmeticsDesign.comUSA. Retrieved July 1, 2014, from http://www.cosmeticsdesign.com/Market-Trends/Global-beauty-market-to-reach-265-billion-in-2017-due-to-an-increase-in-GDP