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TPG Capital takes minority stakes in Anastasia Beverly Hills

San Francisco-based investment firm TPG Capital (TPG) has announced a strategic minority investment in Los Angeles-headquartered Anastasia Beverly Hills. This investment should help the cosmetics indie brand to enhance its operations and growth, with a focus on e-commerce and international expansion.

Anastasia Soare, Founder and CEO of Anastasia Beverly Hills, sharing her (...)

Anastasia Soare, Founder and CEO of Anastasia Beverly Hills, sharing her vision of beauty at the 2017 edition of MakeUp in Los Angeles

It has been incredible to watch Anastasia Beverly Hills evolve,” said Anastasia Soare, Founder and CEO of Anastasia Beverly Hills. “With the help of my daughter, Claudia, what started as a singular brow studio in Beverly Hills has gone on to become one of the fastest growing companies in today’s global beauty industry. Claudia and I are extremely excited to announce our partnership with TPG. This is the next step in Anastasia Beverly Hills’ evolution. Their minority stake in the company will allow us to reach even more of our loyal fans across the globe.

Anastasia Beverly Hills was founded in 1997 by Romanian-born entrepreneur Anastasia Soare. Thanks to her unique approach to beauty, Soare has created an entirely new category in cosmetics - eyebrows - centred around her innovative brow-shaping technique, the patented Golden Ratio Eyebrow Shaping Method. In addition to brows, Soare and her daughter, Claudia Soare, have expanded its product set into the eyes, face, and lips categories, winning numerous accolades for their breakthrough products, such as the Original Contour Kit. With 17 million Instagram followers, the company uses social media to cultivate a consumer community focused on product education, quality, and artistry.

Anastasia, Claudia, and their team have successfully built an authentic, high-growth, and innovative brand that deeply resonates with consumers,” said Paul Hackwell, Partner at TPG Capital. “As investors, we are excited by the opportunity to partner with dynamic entrepreneurs like Anastasia and Claudia to bring their vision to the next level. 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.

Terms of the transaction were not disclosed.

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