LB Equity, a personal care-focused private equity firm based in New York, 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. Ohana & Co. served as exclusive advisor to BLAMtastic on the transaction.
Founded in 2007 by entrepreneur Renée Sandler and her two daughters, BLAMtastic researches, develops and markets skincare products sold through food, drug and mass retailers. It is best known for its diaper rash sprays for babies (marketed as 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 our new product for the adult market this fall”, said CEO Renee Sandler. “Funds provided by LB Equity will also allow us to build out our management team and continue 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 the only all natural, non-aerosol player in the space.”