ENFR

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.

Related Transactions

Beauty Visions LLC, an affiliate of TPR Holdings operating as an investor and operator in the consumer products industry, has acquired the assets of the brand Mallygirl, LLC, an international cosmetics brand founded in 2005 by Mally Roncal, a long-time makeup artist to the stars and today a top selling brand on QVC and at Ulta. Ohana & Co. acted as the exclusive financial advisor to Beauty Visions.

Read more

TPR Holdings, the New York based investor and operator of beauty and consumer brands, has acquired a controlling interest in CARGO Cosmetics, the Canadian color cosmetics brand for makeup professionals and consumers. Ohana & Co. acted as the exclusive financial advisor to TPR Holdings.

Read more

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.”  

Read more