Guthy-Renker Takes Stake in Mally Beauty

Beauty Visions LLC, owner of Mally Beauty, has signed an agreement with Guthy-Renker Ventures LLC to sell a minority interest in the color cosmetics brand founded bymakeup artist Mally Roncal.

Beauty Visions, an affiliate of TPR Holdings LLC, acquired Mally in 2015.

In addition to the equity arrangement, Guthy-Renker has agreed to begin development of a Mally Beauty marketing campaign to expand the channels in which the Mally Beauty line can be purchased direct to consumer, including television and e-commerce. 

“Guthy-Renker is giving us a platform to bring my products and beauty tips to a wider audience,” said Roncal. “Their direct to consumer model allows products to be purchased at a low monthly price which means Mallynistas will never be without their Mally must-haves! Guthy-Renker LLC has a superior track record of customer satisfaction, and I am extremely grateful to them for embracing our creative vision and supporting us in expanding the Mally Beauty brand.

“Mally Beauty has a loyal following of beauty enthusiasts and is already well respected in the TV shopping arena. We expect Mally’s contagious personality and unlimited creativity to resonate with the direct response consumer,” noted Bill Guthy, founding principal and co-chairman of Guthy-Renker. “We see significant potential and are very impressed by Mally and her brand’s business structure and capabilities,” added Guthy-Renker CEO, Rick Odum.
 
 
Ohana & Co. advised Beautyvisions LLC on the transaction. Guthy-Renker was represented by Brandt Mori at VirtualGC, LLP. Beauty Visions LLC was represented by Loeb and Loeb.