San Francisco Equity Partners Obtains Majority Stake in Jane Iredale

Jane Iredale sells its majority stock to SFEP // Photo Credit: Jirapong Manustrong/iStock/Getty Images Plus(Photo courtesy Jirapong Manustrong // iStock/Getty Images Plus)

On January 22, San Francisco Equity Partners (SFEP) announced it had acquired a majority stake in Jane Iredale, a leading beauty brand with a focus on holistic makeup and skincare products. The terms of the deal were not disclosed, but SFEP will partner with founder Jane Iredale and her management team to focus on the company’s growth. The Sage Group served as the exclusive financial advisor to Jane Iredale.

“To take the company to the next level, I knew we needed a partner with a proven track record in beauty who would be a good steward to our brand and company,” says Iredale. “Based on their experience working with leading authentic natural brands, SFEP is the ideal partner to guide us through the next phase.”

For the past 25 years, Jane Iredale has focused on creating products that naturally benefit the skin. Over this period of time, the company has managed to become a leading beauty brand, serving the U.S. professional channel, as well as being available in specialty retail stores in 50 different countries. The company’s products are free of synthetic preservatives and other chemicals, instead using, organic botanicals and natural inputs that aim to aid the skin.

“This is a brand with uniquely strong products and unsurpassed consumer loyalty,” says Scott Potter, managing partner of SFEP. “We are thrilled to be chosen by Jane to help guide the brand to new heights.”

SFEP is a private equity firm that focuses solely on consumer growth companies. The firm partners with consumer businesses that have reached an inflection point in development, and uses its operational, financial, and industry experience to help partners with growth and capital.


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