Intrepid today announced that its client, Too Faced Cosmetics, a high-growth color cosmetics company and a portfolio firm of Weston Presidio Capital, sold a majority stake of the company to General Atlantic, a private investment firm based in Greenwich, Conn., with approximately $20 billion of assets under management. The Too Faced founders and senior management team will retain significant ownership in the company.
Founded in 1998 by Jerrod Blandino and Jeremy Johnson, Too Faced is a leading cosmetics brand that inspires confidence and encourages women to “own your pretty.” Since its inception, the company has earned a reputation for its commitment to empower women through the luxury of having the finest quality cosmetics that are unabashedly pink, pretty, and feminine with a playful wink, bringing a sense of joy to the world. Through innovative products, an empowering brand message, and longstanding relationships with top beauty retailers, Too Faced enjoys tremendous channel momentum, which has resulted in record sales and an unparalleled opportunity to reach even more customers seeking to express their individuality through makeup.
“We’re proud to have been a part of the Too Faced team,” said Brien Rowe, Managing Director and Head of the Apparel & Retail practice at Intrepid. “Having known Jeremy, Jerrod, and Eric Hohl, President of Too Faced, for many years, I’m still amazed by their passion for the brand and in awe of what they have built in Too Faced. We’re excited to see what comes next under their new partnership with General Atlantic.”
“We appreciate the confidence that Jeremy, Jerrod, Eric, and the Weston Presidio team placed in Intrepid to help facilitate this important transaction,” said Steve Davis, Managing Director and Head of the Beauty & Personal Care practice at Intrepid. “Beauty and personal care is a core sector for us and it was a privilege to be a part of such a fantastic brand, tremendous story, and terrific team at Too Faced.”
Intrepid is one of the most active mergers and acquisitions advisors in the Beauty & Personal Care and Lifestyle Brands sectors. Our Beauty & Personal Care practice has a deep understanding of trends and value-drivers across the sector, ongoing dialogue with the acquirer and investor universe, and a proven track record helping clients sell to global strategic acquirers and value-added private equity groups.
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About Intrepid Investment Bankers
Intrepid Investment Bankers provides M&A, capital raising and strategic advisory services to entrepreneurs and middle-market companies in various industry sectors. Our heritage, rooted in our founders’ successful 35-year history, breeds a culture that embraces teamwork, tenacity and creativity to win big for our clients. We believe that every company has an entrepreneurial passion that drives it and a story that defines it. Our team delivers results through skillful positioning of the client’s story and relentless execution. Based in Los Angeles, Intrepid augments its international capabilities through active membership in M&A International, an exclusive global alliance of M&A advisory firms.