AUA Private Equity establishes Profectus Beauty

AUA Private Equity Partners, a consumer private equity firm focused on investing in Hispanic-oriented companies and/or family-owned businesses in the consumer products and consumer services sector has established Profectus Beauty, which will seek to invest in hair care, skin care and other personal care brands that market and develop products focused on improving wellness and targeting anti-ageing sentiment. 

Profectus Beauty’s first investment was the acquisition of a brand of women’s hair care solutions offering a line of topical solutions, supplements, shampoos, conditioners, sprays, and other cosmetics.

Steven Flyer, Partner of AUA Private Equity, says: “We have been analysing the personal care and wellness segment for a number of years. Given the aging demographics in the US, alongside the continued interest and demand across all age groups for products that can enhance and volumise hair and improve skin tone and complexion, we believe that Profectus Beauty is well-positioned to expand in this growing segment.”

Ari David, Vice President of AUA Private Equity, adds: “Our initial acquisition of a line of products designed to support women’s hair health through a regimen of supplements, topical solutions, and other products will allow us to expand into adjacent personal care and anti-aging segments. We expect to see significant growth from the Company’s core product line as well as from new products that help customers address complementary beauty and wellness goals.”

Profectus Beauty is AUA Private Equity’s first investment platform in the personal care and beauty sector. The Company will seek to invest in brands with at least $1mm of EBITDA that manufacture, distribute and/or market products in the hair care, skin care and wellness sectors.

The transaction was led by Partner Steven Flyer, Vice President Ari David and Analyst Trip Ewig on behalf of AUA Private Equity. Legal advice was provided by McDermott Will & Emery, and McKinsey & Co provided strategic and industry consulting for AUA Private Equity.