TPG Capital invests in Anastasia Beverly Hills

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The brainchild of beauty pioneer and entrepreneur Anastasia Soare and daughter Claudia, Anastasia Beverly Hills, has become one of the most influential and globally recognizable beauty brands on the market. The vision for the company began in 1997, with the intent of infiltrating the eyebrow industry and revolutionizing the “Golden Ratio” method in which the perfect arch creates the appearance of a symmetrical, framed face. After releasing their first product line in 2000, Anastasia readily become a cult-favorite with the introduction of several beloved products such as the Modern Renaissance Palette and the Brow Wiz.

The brand’s ability to not only remain a stagnant staple in the beauty industry, but continuously grow, is largely due to its considerable social media presence. With an astounding 17 million followers on Instagram and 556K followers on Twitter, Anastasia Beverly Hills accumulated an estimated $3 billion value, making the brand ripe for high-ranking private equity firms hoping to invest.

This week, Anastasia Beverly Hills disclosed that TPG Capital has become a minority shareholder. TPG Capital, headquartered in San Francisco, is globally recognized as one of the largest private equity firms.

Paul Hackwell, partner at TPG Capital stated, “As investors, we are excited by the opportunity to partner with dynamic entrepreneurs like Anastasia and Claudia to bring their vision to the next level. We are impressed by the company’s differentiated product offering and strong consumer advocacy, and look forward to working closely with management to further accelerate growth.”

In partnering with TPG Capital, Anastasia Beverly Hills plans to focus largely on ecommerce and international expansion. They intend to work closely with Sephora in Europe and Southeast Asia in order to extend their distribution and global stature. Furthermore, the beauty brand seeks to attract more mobile customers by modernizing their website. “We really want to ramp up the Anastasia Beverly Hills website. It’s hard when we compete with our own retailers that have amazing footprints,” stated Claudia Soare, president of Anastasia. This revamping will include pop-up tutorials on product pages and a far more integrated shopping experience.

The selection of TPG Capital was a strategic business move. The firm has minority stakes in other leading beauty brands such as e.l.f and Ipsy and is renowned for innovate, tech-forward thinking. Anastasia had reportedly been searching for investment partners since late last year and are now moving forward with Imperial Capital to finance the deal.

Isabel Gorton
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