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San Francisco Equity Partners acquires majority stake in mineral make-up brand Jane Iredale

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Private equity firm San Francisco Equity Partners (SFEP) has acquired a majority stake in professional mineral make-up brand Jane Iredale. 

The terms of the deal have not been disclosed but it’s believed that the companies will work together to strengthen the brand and its outlets – the mineral make-up range is currently stocked in 37 countries. 

Founder of the brand Jane Iredale said: “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.

“Based on their experience working with leading authentic natural brands, SFEP is the ideal partner to guide us through the next phase.”

Scott Potter, managing director of SFEP, added: “As we have worked with Jane and her team, we have developed a strong appreciation for the quality and authenticity of the Jane Iredale brand, the strength of the company and its Great Barrington (Massachusetts, US) roots.

“This is a brand with uniquely strong products and unsurpassed consumer loyalty. We are thrilled to be chosen by Jane to help guide the brand to new heights.”

SFEP currently partners with a handful of beauty brands such as colour cosmetics company Japonesque and skincare range Yes To.  

The Sage Group served as financial advisor to the transaction between the two companies and described the partnership as “perfect”.