Stake Purchase • Consumer Products

Silas Capital, Provenance and Northwood Ventures Invest In Makeup by Mario

On January 19, 2023, growth capital firm Silas Capital, growth capital firm Provenance and private equity firm Northwood Ventures invested in consumer products company Makeup by Mario

Investment Context
  • This is Silas Capital’s 7th, Provenance’s 2nd and Northwood Ventures’ 3rd transaction in the Consumer Products sector.
  • This is Silas Capital’s 17th, Provenance’s 5th and Northwood Ventures’ 62nd transaction in the United States.
  • This is Silas Capital’s 7th, Provenance’s 2nd and Northwood Ventures’ 8th transaction in New York.

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Investment Summary

Date January 19, 2023
Target Makeup by Mario
Sector Consumer Products
Investor(s) Silas Capital
Provenance
Northwood Ventures
Deal Type Stake Purchase
Advisor(s) Threadstone Capital (Financial)

Target Company

Makeup by Mario

New York, New York, United States
Makeup by Mario is a premium beauty brand sells a broad assortment of prestige color cosmetics exclusively through Sephora and its own website. Makeup by Mario was founded in 2020 and is based in New York, New York.
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Investors Overview 3

DESCRIPTION

Silas Capital is a growth equity investment firm focused on the consumer sector. Silas looks to invest $3 to $15 million in fast-growing, US-based companies with $5 to $25 million in revenue. Specific areas of interest include specialty consumer products, consumable goods, e-commerce, consumer services, mobile applications, and consumer retail. Silas Capital was formed in 2011 and is based in New York City.


Deal Context for Investor #
Overall 18 of 20
Sector: Consumer Products 7 of 8
Type: Stake Purchase 1 of 1
State: New York 7 of 7
Country: United States 17 of 18
Year: 2023 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-02-01 ILIA Beauty

Laguna Beach, California, United States

ILIA Beauty is a provider of clean color cosmetics that offers a full face assortment of more than 100 distinct high-performance products crafed with certified organic ingredients and nontoxic synthetics to ensure that each delivers beyond the expectations of natural makeup. ILIA Beauty is based in Laguna Beach, California.

Sell -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2024-10-10 Hatch

New York, New York, United States

Hatch is a manufacturer of women in clothes that adapt to her body before, during, and after pregnancy. Hatch is based in New York City.

Sell -
Investor
DESCRIPTION

Provenance is a growth capital firm focused on omnichannel consumer brands. The Firm uses analytics to inform investments and targets growing businesses with high customer lifetime value and potential for expansion. Provenance seeks to invest $10 to $50 million per transaction. Provenance was founded in 2017 and is based in Beverly Hills, California.


Deal Context for Investor #
Overall 5 of 5
Sector: Consumer Products 2 of 2
Type: Stake Purchase 1 of 1
State: New York 2 of 2
Country: United States 5 of 5
Year: 2023 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-10-26 Fireclay Tile

San Francisco, California, United States

Fireclay Tile is a direct-to-customer U.S. tile manufacturer and retailer. The company has been handcrafting beautiful, sustainable ceramic, handpainted, brick, and glass Tile and pioneering a digital first experience that makes it easy to specify and purchase beautiful tile. Fireclay Tile was founded in 1986 and is based in San Francisco, California.

Buy -
Investor

Northwood Ventures

Investor Investor Investor Investor


Category Private Equity Firm
Founded 1983
PE ASSETS 100M USD
Size Small
Type Sector Agnostic
DESCRIPTION

Northwood Ventures is a private investment firm that invests at all stages of company development, including venture, buyout, consolidation, growth, recapitalization, and turnaround situations. Northwood prefers opportunities located within the US and will consider both minority and control situations. Northwood's typical investment ranges from $5 to $15 million. Target sectors include telecommunications, manufacturing, retailing/consumer, financial services, and service-oriented business industries. Northwood Ventures was formed in 1983 and is based in Syosset, New York.


Deal Context for Investor #
Overall 68 of 71
Sector: Consumer Products 3 of 3
Type: Stake Purchase 1 of 1
State: New York 8 of 8
Country: United States 62 of 65
Year: 2023 1 of 4
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-10-07 DK2

Burlington, Ontario, Canada

DK2 is specialized in outdoor power equipment, trailers, winches, snowplows, and auto accessories. DK2 was founded in 1997 and is based in Burlington, Ontario.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2023-05-25 FS Vector

Washington, District of Columbia, United States

FS Vector is a strategic consulting firm that delivers a range of advisory and advocacy solutions to fintech clients, including business strategy, regulatory, compliance, licensing, training, technology, government relations, and public policy matters. FS Vector was founded in 2018 and is based in Washington DC.

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