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Ohana & Co. advised Mally Beauty on its transaction with Guthy-Renker

April 2018

Mally Beauty, the iconic color cosmetics brand, has signed an agreement with Guthy-Renker for a minority investment.

Founded in 2005 by celebrity makeup artist Mally Roncal, Mally Beauty quickly established as a top contender in the beauty industry. After spending 15 years on the road with some of the biggest celebrities in the world, Mally Roncal created Mally Beauty, a collection that infuses her knowledge, expertise, and techniques into every formula. The collection first debuted on QVC in March 2005, where it sold out within 40 minutes breaking records for the retailer. Mally Beauty is currently available on QVC and at Ulta Beauty and Kohl’s Department Stores. Mally Beauty is majority-owned by TPR Holdings.

Guthy-Renker, one of the world’s largest and most respected direct marketing companies, will start developing a Mally Beauty marketing campaign to expand channels in which Mally Beauty products can be purchased direct to consumer, including television and e-commerce.

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