LB Equity, a personal care-focused private equity firm based in New York, announced it has acquired the assets of BLAMtastic, a leading, innovative skincare brand, and has made a significant capital investment to fund marketing, working capital and product development. Terms of the transaction were not disclosed.
Founded in 2007 by entrepreneur Renee Sandler and her two daughters, BLAMtastic researches, develops and markets personal care products sold through the top national food, drug and mass retailers. It is best known for its diaper rash sprays for babies (marketed as BLAMtastic Booty Spray) and adults. These sprays are the only non-aerosol, all-natural preventative and healing solutions in the market. They have the potential to revolutionize how consumers treat and prevent rashes in both the infant and adult markets.
“We are very excited to work with LB Equity as we continue to expand distribution of our baby diaper rash spray and launch a new product for the adult market this fall”, said CEO Renee Sandler. “Funds provided by LB Equity in the new organization will allow us to build out our management team and expand our product development work.”
“The quality of the products and management team was what first attracted us to BLAMtastic,” said Jay Lucas, head of LB Equity. “The size and growth characteristics of the baby diaper rash category and the adult incontinence market are extremely attractive and BLAMtastic is poised to be a leader in both segments.