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  6. Wella Company Acquires Briogeo Haircare

M&A Deal Summary

Wella Company Acquires Briogeo Haircare

On April 29, 2022, Wella Company acquired consumer products company Briogeo Haircare from VMG Partners

Acquisition Highlights
  • This is Wella Company’s 1st transaction in the Consumer Products sector.
  • This is Wella Company’s 1st transaction in the United States.
  • This is Wella Company’s 1st transaction in New York.

M&A Deal Summary
Date 2022-04-29
Target Briogeo Haircare
Sector Consumer Products
Buyer(s) Wella Company
Sellers(s) VMG Partners
Deal Type Add-on Acquisition
Advisor(s) Financo (Financial)

Target

Briogeo Haircare

New York, New York, United States
Briogeo Haircare is a clean and natural hair care company, offering effective products and solutions for every hair type, hair texture, hair need, ethnicity, background, and person. All Briogeo products are formulated 6-free ™ (NO harsh sulfates, silicones, parabens, phthalates, artificial dyes, and DEA) and are naturally derived with the brand's proprietary NOVA Complex®, a blend of natural oils, vitamins, and antioxidants. Briogeo Haircare was founded in 2014 and is based in New York.

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Buyer(S) 1

Buyer

Wella Company

Petit-Lancy, Switzerland
Category Company
Sector Consumer Products
DESCRIPTION

Wella Company is a global player in the professional beauty and retail hair segments that manufactures and sells hair coloring, haircare, nail coloring as well as hair appliances products to salons and retailers globally. Wella Company is based in Petit-Lancy, Switzerland.

DEAL STATS #
Overall 1 of 1
Sector: Consumer Products M&A 1 of 1
Type: Add-on Acquisition M&A Deals 1 of 1
State: New York M&A 1 of 1
Country: United States M&A 1 of 1
Year: 2022 M&A 1 of 1

Seller(S) 1

SELLER

VMG Partners

San Francisco, California, United States

Investor Investor Investor Investor Investor

Category Private Equity Firm
Founded 2005
PE ASSETS 2.6B USD
Size Large
Type Sector Focused
DESCRIPTION

VMG Partners is a private equity firm focused on early and growth stage investing in consumer products companies. VMG has a specific interest in the lifestyle, wellness, food and beverage, personal care, pet and leisure sectors of the consumer products industry. VMG targets US-based companies with revenues between $1 and $500 million. VMG was formed in 2005 and has offices in San Francisco and Los Angeles.

DEAL STATS #
Overall 20 of 24
Sector: Consumer Products M&A 7 of 7
Type: Add-on Acquisition M&A Deals 17 of 20
State: New York M&A 4 of 5
Country: United States M&A 19 of 23
Year: 2022 M&A 1 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-11-12 Solid Gold Health Products For Pets

El Cajon, California, United States

Solid Gold Health Products For Pets is a provider of food products, supplements, and skin care products for pets.

Sell $163M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-12-08 Velocity Snack Brands

Playa Vista, California, United States

Velocity Snack Brands was founded to acquire, incubate and grow iconic snacking products and brands.Velocity Snack Brands was formed to partner strategically with retailers large and small to provide access to a single portfolio of iconic snacks that address the needs of today’s consumer. Velocity Snack Brands was founded in 2019 and is based in Playa Vista, California.

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