Breaking News

TPG Growth Eyes E.L.F. Cosmetics

By Tom Branna | January 14, 2014

Deal could be worth $300 million.

Christmas may have come and gone, but one elf could be ready to enjoy the new year in a big way. Beauty brand E.L.F Cosmetics is in late-stage talks to be acquired by TPG Growth, the middle-market investment arm of private equity firm TPG Capital LP, according to industry sources. E.L.F. was founded in 2004 by Joseph Shamah and Scott Vincent Borba.

E.L.F., which stands for eyes, lips and face, could fetch $200 million to $300 million in a sale, according to sources. The brand had hired investment bank Financo to advise on a sale. Private equity firm TSG Consumer Partners holds a minority stake in the brand. E.L.F. sells affordable cosmetics at retailers like Target Corp. The brand's lipstick and mascara cost around $3 each.

L'Oréal SA previously looked at buying E.L.F. but decided to acquire makeup brand Urban Decay instead last year, the sources said.

Mergers and acquisitions in the beauty sector have been relatively quiet in recent months, though large deals have included L'Oreal's acquisition of Chinese facial mask brand Magic Holdings for $845 million, and Revlon Inc's $660 million acquisition of salon hair care products company the Colomer Group.

Related End-User Markets:

blog comments powered by Disqus
  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • ‘Lash’-ing Out!

    ‘Lash’-ing Out!

    Christine Esposito, Associate Editor||August 29, 2016
    All eyes are on Lash Star Beauty, a lash-centric beauty brand that recently made its QVC debut.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.