As first reported in Beauty Trade leader BeautyMatter, L Catterton, a private equity firm backed by LVMH, has acquired a significant minority stake in Maria Nila, a Swedish professional haircare brand.
The investment is part of L Catterton’s continued expansion of its beauty portfolio. Maria Nila was founded in 1999 by Ann and Ulf Wikström, who started the brand in a garage in the south of Sweden. The company has since grown into a sustainable haircare brand that is sold in more than 40 countries worldwide.
The investment by L Catterton will allow Maria Nila to expand its brand, product portfolio, and sales channels globally.
The company is known for its vegan, cruelty-free, and sustainable haircare products that are free from sulfates and parabens. Maria Nila’s product range includes shampoos, conditioners, treatments, and styling products that are suitable for all hair types.
With this investment, L Catterton aims to support Maria Nila’s growth and expand its reach in the beauty industry.
L Catterton has been actively investing in the beauty industry, with recent investments in Beauty Industry Group, Public Goods, and DIBS Beauty.
The private equity firm’s focus on sustainability aligns with Maria Nila’s values and mission, making this partnership a promising one for the future of the brand.
L Catterton and Its Investment Strategy
L Catterton is a consumer-focused private equity firm that manages approximately $34 billion of equity capital across three multi-product platforms: private equity, credit, and real estate. Founded in 1989, the firm has made over 250 investments in some of the world’s most iconic consumer brands.
As a private equity firm, L Catterton invests in companies with the potential for significant growth and value creation.
They focus on consumer-focused companies with strong brand recognition, loyal customers, and a proven track record of success. L Catterton’s investment strategy involves partnering with management teams to drive growth and operational improvements, with the goal of creating long-term value for all stakeholders.
L Catterton’s investment approach is unique in that they have a dedicated growth fund and venture capital arm, which allows them to invest in companies at various stages of development.
This approach enables L Catterton to provide both the capital and expertise necessary to help companies achieve their growth objectives.
The firm’s investment philosophy is centred around the belief that consumer brands with a strong value proposition and loyal customer base will outperform over the long term.
L Catterton’s investment strategy is designed to identify and invest in these types of companies, with a focus on building long-term value for all stakeholders.
In conclusion, L Catterton is a consumer-focused private equity firm that invests in companies with the potential for significant growth and value creation.
Their investment strategy involves partnering with management teams to drive growth and operational improvements, with the goal of creating long-term value for all stakeholders. With a dedicated growth fund and venture capital arm, L Catterton is well-positioned to invest in companies at various stages of development and help them achieve their growth objectives.
Maria Nila: A Closer Look
Maria Nila is a Swedish sustainable and vegan haircare brand that has been gaining popularity in recent years. The brand was founded in 1999 by Maria Nila’s parents, and it has since become a leading haircare brand in Sweden and across the world.
One of the unique selling points of Maria Nila is its commitment to being a vegan brand. All of its products are 100% vegan and cruelty-free, which means that no animals are harmed during the production process. This commitment to sustainability has helped the brand to stand out in an industry that is often criticised for its environmental impact.
Maria Nila’s product portfolio includes a wide range of haircare products, including shampoos, conditioners, styling products, and hair masks. All of these products are designed to be gentle on the hair, while also providing effective results. The brand is particularly known for its Colour Refresh range, which allows customers to refresh their hair colour without the need for harsh chemicals.
In addition to its commitment to sustainability and veganism, Maria Nila is also known for its innovative approach to haircare. The brand is constantly developing new products and formulations, and it has won numerous awards for its innovative products.
Overall, Maria Nila is a brand that is committed to sustainability, innovation, and providing effective haircare products. Its vegan and cruelty-free approach to haircare has helped the brand to stand out in a crowded market, and its product portfolio is designed to meet the needs of customers with a wide range of hair types and concerns.
The Investment in Maria Nila
L Catterton, a leading global consumer-focused investment firm, has taken a significant minority stake in Maria Nila, a Swedish sustainable professional hair care brand. The terms of the deal were not disclosed, but the brand’s turnover was €45 million in 2022.
The partnership will help Maria Nila expand its suite of products and global reach, while bolstering L Catterton’s position in the beauty sector, according to a statement by the companies. The investment will be made through L Catterton’s Europe fund, which focuses on growth investments in Europe.
Luigi Feola, Managing Partner at L Catterton Europe, said that they are excited to partner with Maria Nila and are impressed by the brand’s commitment to sustainability and innovation. He also added that they are confident that the partnership will help Maria Nila accelerate its growth and expand its international presence.
Avik Pramanik, CEO of L Catterton Europe, stated that they are pleased to add Maria Nila to their portfolio of high-growth consumer brands. He also said that the investment aligns with their strategy of supporting innovative and sustainable companies that are disrupting the beauty industry.
The investment will allow Maria Nila to continue its global expansion and increase its sustainability efforts. The brand’s CEO, Marcus Wikström, will remain in his position and continue to lead the company’s growth initiatives.
L Catterton’s Portfolio of Beauty Brands
L Catterton, the private equity firm backed by LVMH, has been actively building a portfolio of beauty brands in recent years. With a focus on investing in high-growth companies, L Catterton has made significant investments in a range of beauty brands that span across skincare, haircare, cosmetics, and personal care.
One of the recent additions to L Catterton’s portfolio is Maria Nila, a Swedish professional haircare brand. L Catterton’s European fund acquired a significant minority stake in the brand in 2023. The brand was founded in 1999 by Ann and Ulf Wikström and has since grown to become a leading haircare brand in Sweden and beyond.
L Catterton has also invested in several other notable beauty brands, including Tula, DIBS Beauty, Nutrafol, and Elemis. Tula, founded by Dr. Roshini Raj, is a skincare brand that focuses on using probiotics to improve skin health. DIBS Beauty, founded by the Tula Skincare founders, is a start-up color cosmetics brand. Nutrafol is a hair wellness brand that offers supplements and topical treatments to promote healthy hair growth. Elemis is a British skincare brand that uses natural ingredients to create effective anti-aging products.
In addition to these brands, L Catterton has also invested in companies that provide services to the beauty industry. For example, the firm acquired a majority stake in Beauty Industry Group, a platform that connects hair extension professionals with clients. L Catterton also invested in Marubi, an Italian cosmetics packaging company, and Intercos, a global cosmetics manufacturer.
L Catterton’s portfolio also includes several brands that focus on natural and sustainable beauty. Irene Forte Skincare, founded by wellness expert Irene Forte, uses organic ingredients and sustainable practices to create effective skincare products. The Honest Company, founded by actress Jessica Alba, offers a range of personal care and baby care products that are free from harmful chemicals.
Overall, L Catterton’s portfolio of beauty brands is diverse and reflects the firm’s focus on investing in high-growth companies that are disrupting the beauty industry. With a mix of established brands and start-ups, L Catterton is well positioned to continue driving innovation and growth in the beauty sector.
