San Francisco Equity Partners acquires majority stake in beauty brand jane iredale

The terms of the deal have not been disclosed

Image via Instagram @janeiredale

Private equity company San Francisco Equity Partners (SFEP) has acquired a majority stake in skin-centric cosmetics brand jane iredale.

The namesake brand of British-born founder Jane Iredale first launched in Great Barrington, Massachusetts, US, 25 years ago with the aim of formulating cosmetics that had skin benefiting properties.

Today, its products are stocked in 37 countries across three continents.

SFEP currently partners with a handful of beauty brands, including skin care brand Yes To and colour cosmetics company Japonesque.

Together, the companies will work to strengthen and expand the brand’s outlets.

The terms of the deal have not been disclosed.

“Starting with a modest idea - to create a make-up products that was good for the skin - it's been an amazing 25-year journey,” said Iredale.

“To take the company to the next level, I knew we needed a partner with a proven track record in beauty who would be a good steward to our brand and company.”

She continued: “Based on their experience working with leading authentic natural brands, SFEP is the ideal partner to guide us through the next phase.”

Meanwhile, Scott Potter, Managing Director of SFEP said: “As we have worked with Jane and her team, we have developed a strong appreciation for the quality and authenticity of the jane iredale brand, the strength of the company and its Great Barrington (Massachusetts, US) roots.

“This is a brand with uniquely strong products and unsurpassed consumer loyalty,” he added.

“We are thrilled to be chosen by Jane to help guide the brand to new heights.”

The Sage Group served as a financial advisor to the cult US brand through the transaction and described the partnership as “perfect”.

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