Anastasia Beverly Hills receives investment from TPG Capital

Private equity firm TPG Capital announced on Wednesday that it has concluded a deal to make a strategic minority investment in Anastasia Beverly Hills in order to help push the LA-based cosmetics brand's e-commerce and international expansion. 


Terms of the transaction were not disclosed - Instagram: @abhsalon

The partnership also aims to enhance the beauty company's operations and growth more generally. 

"It has been incredible to watch Anastasia Beverly Hills evolve," said Anastasia Soare, the brand's founder and CEO, in a release. "This is the next step in Anastasia Beverly Hills’ evolution. [TPG's] minority stake in the company will allow us to reach even more of our loyal fans across the globe."

Founded by Romanian-born Soare in 1997, Anastasia Beverly Hills has since become famous for its eyebrow-focused offering, as well as its patented Golden Ratio Eyebrow Shaping Method. The brand, which Soare now runs with her daughter Claudia, also produces products in the eyes, face and lips categories. 

The brand has cultivated a strong social media following through a focus on community, education and artistry, and currently boasts 17 million Instagram followers.

Talk of a possible deal between TPG and Anastasia Beverly Hills first surfaced in June, when people familiar with the matter told Reuters that the private equity firm was in negotiations with the beauty brand. 

"Anastasia, Claudia, and their team have successfully built an authentic, high-growth, and innovative brand that deeply resonates with consumers," stated TPG Capital Partner Paul Hackwell. "We are impressed by the company’s differentiated product offering and strong consumer advocacy, and look forward to working closely with management to further accelerate growth."

TPG also recently acquired a minority stake in skincare brand Rodan + Fields, adding it to an investment portfolio which features a wide range of consumer brands including Cirque du Soleil, Life Time Fitness and Viking Cruises.

Terms of the transaction between TPG and Anastasia Beverly Hills were not disclosed. 

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