TPG Capital acquires minority stake in Anastasia Beverly Hills

The private equity firm hopes to expand the premium make-up brand internationally

Anastasia Beverly Hills turned 20 last year

Private equity firm TPG Capital has acquired a minority stake in premium make-up brand Anastasia Beverly Hills.

The deal sees the US brand join TPG’s growing beauty portfolio, which already includes Rodan + Fields, e.l.f., ipsy and Beautycounter.

Future plans include building operations and international growth, while honing in on e-commerce.

Anastasia Soare founded Anastasia Beverly Hills in 1997 and today serves as CEO. She said: “It has been incredible to watch Anastasia Beverly Hills evolve.

“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.”

She added: “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 is famed for having spearheaded the creation of the eyebrow product category, using its patented Golden Ration Eyebrow Shaping Method.

Today it boasts 17 million followers on Instagram. Paul Hackwell, Partner at TPG Capital, added: “Anastasia, Claudia, and their team have successfully built an authentic, high-growth, and innovative brand that deeply resonates with consumers.

“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.”


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