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MidOcean Partners acquires millennial focused make-up brand BH Cosmetics

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The digitally native colour cosmetics brand will use the private equity company’s investment to further its global growth and expansion

MidOcean Partners, the US-based private equity company, has acquired colour cosmetics brand BH Cosmetics, continuing its long term focus on investment in the beauty sector.

Targeting millennial consumers, LA-based BH Cosmetics (BH) offers a full range of colour cosmetics including eye, face, lip and skin care products, as well as brushes and accessories.

It plans to use the investment from MidOcean to expand its growth in current and new markets, with the help of MidOcean’s operating resources.

Fred Sadovskiy, BH co-founder and CEO, said: “We are very excited to begin our partnership with MidOcean.

“MidOcean has tremendous resources and experience building branded consumer products platforms and has a proven track record of helping take founder-led consumer businesses to the next level.

“We are confident that MidOcean will be an excellent partner for BH as we look to continue BH’s expansion in the colour cosmetics market.”

Sadovskiy will continue in his role as CEO at BH, alongside co-founder and COO Robert Sefaradi and Chief Strategy Officer Kirill Trachtenberg.

Jonathan Marlow, Managing Director at MidOcean, added: “We are incredibly excited to partner with BH, a leading colour cosmetics brand with a strong direct-to-consumer and digital marketing business model and multiple levers for continued growth.

“We believe that BH Cosmetics has substantial opportunities for continued growth and expansion fueled by appropriate investments in people, infrastructure and marketing.”

Financial terms of the deal were not disclosed, although BH confirmed that its founders will retain a significant ownership stake in the company.