M&A Deal Summary

e.l.f. Cosmetics Acquires Naturium

On August 29, 2023, e.l.f. Cosmetics acquired consumer products company Naturium from Prelude Growth Partners for 355M USD

Acquisition Highlights
  • This is e.l.f. Cosmetics’ 2nd transaction in the Consumer Products sector.
  • This is e.l.f. Cosmetics’ largest (disclosed) transaction.
  • This is e.l.f. Cosmetics’ 2nd transaction in the United States.
  • This is e.l.f. Cosmetics’ 1st transaction in California.

M&A Deal Summary
Date 2023-08-29
Target Naturium
Sector Consumer Products
Buyer(s) e.l.f. Cosmetics
Sellers(s) Prelude Growth Partners
Deal Type Add-on Acquisition
Deal Value 355M USD
Advisor(s) Financo (Financial)
Sidley
Polsinelli PC (Legal)

Target

Naturium

West Hollywood, California, United States
Naturium is a multi-brand beauty platform whose largest core brand, Naturium, offers clean, thoughtfully formulated skincare for all. It offers a collection of potent and clinically effective, clean skincare products at an affordable price point. Naturium is based in West Hollywood, California.

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Buyer(S) 1

Buyer

e.l.f. Cosmetics

Oakland, California, United States
Category Company
Founded 2004
Sector Consumer Products
Employees475
Revenue 1.0B USD (2024)
DESCRIPTION

e.l.f. began primarily as an online retailer of beauty products giving it a unique digital presence and establishing it as an online beauty authority. e.l.f. Cosmetics was founded in 2004 and is based in Oakland, California.

DEAL STATS #
Overall 2 of 2
Sector (Consumer Products) 2 of 2
Type (Add-on Acquisition) 2 of 2
State (California) 1 of 1
Country (United States) 2 of 2
Year (2023) 1 of 1
Size (of disclosed) 1 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-02-24 W3ll People

Austin, Texas, United States

W3ll People, Inc. is a provider of premium quality cosmetics without using the potentially harmful artificial chemicals found in most conventional makeup. W3ll People modern approach to beauty is built on simplicity, authenticity, and performance. W3ll People was founded in 2008 and is based in Austin, Texas.

Buy $7M

Seller(S) 1

SELLER

Prelude Growth Partners

Investor Investor Investor Investor Investor

Category Growth Capital Firm
Founded 2017
PE ASSETS 250M USD
Size Small
Type Sector Focused
DESCRIPTION

Prelude Growth Partners is a growth capital investor focused on the consumer sector. The Firm looks to provide entrepreneurs, founders, and management teams with capital and operating support to help build strong consumer brands. Specific areas of interest include personal care, beauty, food & beverage, baby, pet, health/wellness, and other consumer product, service and technology companies. Prelude Growth Partners was established in 2017 and is headquartered in New York City.

DEAL STATS #
Overall 2 of 3
Sector (Consumer Products) 2 of 3
Type (Add-on Acquisition) 2 of 2
State (California) 1 of 2
Country (United States) 2 of 3
Year (2023) 1 of 1
Size (of disclosed) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2023-05-16 Skin Pharm

Nashville, Tennessee, United States

Skin Pharm is a modern beauty brand offering aesthetic facial services and a line of clinical skin care products. Skin Pharm provides in-clinic treatments at high-end studios across Tennessee, Georgia, Texas and North Carolina. Skin Pharm was founded in 2017 and is based in Nashville, Tennessee.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2024-07-25 Summer Fridays

Los Angeles, California, United States

Summer Fridays is a skincare brand offering exceptional products that combine clean formulations with quality ingredients. Summer Fridays was founded in 2018 and is based in Los Angeles, California.

Sell -
Mergr

Product

Company

Legal