Both innovation and consumer preference are reshaping the beauty and personal care sector, and PE is cashing in. As the industry shows no signs of slowing down (statistical data predicts the global beauty and personal care market will exceed $716 billion by 2025), private equity firms have been turning their sights to this sector, viewing it as a stable, high-margin, high-growth vertical that is only getting more interesting as the rise of e-commerce converges with moves towards sustainability.

Private Equity Firms Betting Big on Beauty

The beauty and personal care space is blowing up, seriously… And among the various sectors it encompasses, private equity finds its pot of gold. Private equity-backed deals comprised roughly 40% of all beauty-sector mergers and acquisitions (M&A) over the last twelve months, according to a number of recently released industry reports – indicative of an increase that is likely to bring some welcome relief for brands suffering from the impacts of COVID-19.

This investment spree is driven by the increased emphasis on innovation in skin care and clean beauty as well as wellness-driven product categories. In line with the growing demand of markets aligned with health and sustainability, PE firms are paying more attention to its related brands.

Recent Big Deals in Beauty

Some of these include the fairly large newspaper and government public deals that seem to be new over the past year:

• Advent International took the majority investment in Olaplex, the performance hair care brand who have achieved cult status. This transaction further demonstrates the emphasis on premium quality in general, but also on science-informed formulations.
• Il Makiage, a DTC beauty brand that uses data analytics and AI to deliver personalized recommendations, raised $29M via LCatterton, showing the role of tech in today’s beauty.
• Carlyle Group acquired a majority stake in BeautyQuest Group, which manufactures and distributes branded and private-label hair care, skin care, and other personal care products. The deal suggests that more value is being placed on companies that provide cross-category innovation, appealing to investors.

Private equity GPs are also stocking up on the wellness and self-care trend, with their sights set on companies specializing in supplements, personal care products, and men’s grooming.

Private Equity Eyes India’s Expanding Beauty & Personal Care Market

India’s steadily growing beauty and personal care market, expected to rise at a CAGR of 6.5% during the next five years has garnered significant attention from private equity firms. Given the expected improvement in per capita income as middle-class spending accelerates in an increasingly modernised country blessed with fast-growing internet penetration and e-commerce platform adoption, India is being viewed by global investors for what it is: an emerging market.

Many global PE firms with big Indian experience have made bold moves in this market over the past few months.

Warburg Pincus Joins Indian Beauty Revolution Through Cash-Infusion Good Glamm Group, A Digital-First Beauty And Personal Care Giant That Owns Brands Like MyGlamm, POPxo & Plixxo The move highlights the attractiveness of D2C beauty brands in India.

TPG Growth Acquires Pre-IPO Stake in Nykaa, India’s Leading Beauty Products E-commerce Platform Nykaa’s successful listing on the Indian stock market in turn turned the heads of investors going long on India’s e-tail sector.

Sugar Cosmetics – Earned investment from L Catterton, a multinational firm and one of the largest beauty pure-play investments in India. The investment will help Sugar grow its overall volume and product rollout as the brand looks to quickly expand online and in-store.

Puig Acquires Kama Ayurveda IBN Almost one-quarter of the globe away in Spain a culture rich in age-old tradition and history.

These investments highlight the outlook that global PE giants are having as part of their beauty and personal care portfolios in India, given the presence of demographic boon; a growing appetite towards wellness habits, and developments shifting towards digital-first or D2C (direct-to-consumer) models.

Numerous Trends Enabling Global Investments In Local Markets

Several broader global macro trends are contributing to the increase in private equity capital commitments, including:

Digitisation: In emerging markets such as India, there is already a fundamental transformation in the way beauty products are marketed and sold with e-commerce and social media platforms leading the charge. Investors too are betting on digital strategy and data analytics-powered customer experiences which is why they are backing brands like Pinduoduo.

Sustainability and Clean Beauty: Brands that are clean, cruelty-free, and sustainable are taking significant capital as consumers demand a more eco-friendly approach to cosmetics. More and more Indian brands like Mamaearth specializing in toxin-free beauty products are stepping up to the plate and catching investor attention.

Personalisation and Innovation: Global PE investors seek businesses that provide custom solutions to a variety of consumer demands. Investors are especially interested in brands that leverage technology for personalized beauty offerings.

Future Outlook For India’s Beauty Sector

With private equity capital still flowing steadily into India’s beauty and personal care sector, analysts believe the landscape could evolve further with an increased focus on innovation, product diversification, and market consolidation. This opens the door for foreign investors to invest capital with an expectation of growth in India, given its young population and increasing demand of premium and sustainable products.

The beauty market in India is expected to grow significantly on account of increased consumer consciousness, disposable income, and inclination towards wellness-oriented beauty products. This will mean that startups and independent beauty brands, which are usually more tied to disruption, become better supported as a result.

A few American leading Beauty Brands are now planning to raise funding also from Global Private Equity players and for that is on boarding with FundTQ as their exclusive advisor for the round.

The founder growth Partner of FundTQ, commenting on the current market trends in Beauty and Personal Care said “Evolving consumer behavior, coupled with growing private equity investment is reforming the global beauty and personal care industry. An interesting way in which this ecosystem is growing is the significant participation of global investors in accelerating innovation and scaling of Indian brands to new levels. It shows the amount of potential opportunities for top Indian brands like this when it comes to global growth,” he says.

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