01.08.18
MidOcean Partners, a middle market private equity firm focused on consumer and business services, has acquired BH Cosmetics, a digitally native color cosmetics brand. The investment will be used to drive BH’s continued growth and expansion, and BH’s founders will retain a significant ownership stake in the company. Financial terms of the transaction were not disclosed.
Launched in 2009, BH is a direct-to-consumer color cosmetics brand focused on the Millennial/Generation Z consumer. It offers a full line of color cosmetics including products for the face, lips, eyes and brows, as well as brushes and accessories. The company has a worldwide social media following across multiple platforms and utilizes a deep influencer network to drive brand awareness and customer acquisition. According to BH, its heritage as a digitally native e-commerce color cosmetics brand, has enabled it to develop an advanced e-commerce platform “with proven capabilities in customer acquisition, consumer engagement and customer loyalty.”
MidOcean says it has maintained a longtime focus on the beauty sector, including its acquisition of IMAGE Skincare in August 2015.
BH will continue to be led by founders Fred Sadovskiy (CEO), Kirill Trachtenberg (chief strategy officer), and Robert Sefaradi (COO), under whose leadership the company has grown.
Launched in 2009, BH is a direct-to-consumer color cosmetics brand focused on the Millennial/Generation Z consumer. It offers a full line of color cosmetics including products for the face, lips, eyes and brows, as well as brushes and accessories. The company has a worldwide social media following across multiple platforms and utilizes a deep influencer network to drive brand awareness and customer acquisition. According to BH, its heritage as a digitally native e-commerce color cosmetics brand, has enabled it to develop an advanced e-commerce platform “with proven capabilities in customer acquisition, consumer engagement and customer loyalty.”
MidOcean says it has maintained a longtime focus on the beauty sector, including its acquisition of IMAGE Skincare in August 2015.
BH will continue to be led by founders Fred Sadovskiy (CEO), Kirill Trachtenberg (chief strategy officer), and Robert Sefaradi (COO), under whose leadership the company has grown.
