Mineral Fusion Acquired by BWX limited

BWX Limited purchased Mineral Fusion Natural Brands LLC from North Castle Partners. A purchase price was not disclosed. For North Castle Partners, a private equity firm focused on consumer businesses that promote healthy, active and sustainable living, the sale of Mineral Fusion marks the firm’s fourth investment in the personal care space.


Mineral Fusion is a leading natural brand of cosmetics and personal care products with an innovative collection of antioxidant-enhanced, mineral-rich cosmetics, hair care, body care, skin care and nail care products. Its products are distributed at approximately 3,000 stores, including Whole Foods, natural/specialty retail, select grocery/drug accounts, as well as online through its own e-commerce website and third-party digital retailers, and internationally, via distributors.


“Our investment in Mineral Fusion reflects the benefits of focus and partnership as a means to growing small brands into leading companies. Building on North Castle’s historical experience in the category, Mineral Fusion grew from a single customer cosmetic brand into the leading natural brand of mineral-based personal care products across multiple categories, including color cosmetics, body, skin care, nail care, and hair care,” said North Castle managing director Jon Canarick. “One example of the benefits of North Castle’s focus was our ability to draw on Gil Pritchard, a North Castle Advisor and formerly the CEO of Avalon Organics, a former North Castle portfolio company, to lead this company. Many of our advisors and network played important roles in the successful development of Mineral Fusion.”


BWX Limited, based in Australia, is a vertically integrated developer, manufacturer, distributor and marketer of branded personal care products with an emphasis on the natural segment of the market. The company owns, produces and distributes under the Sukin, Mineral Fusion, DermaSukin, Uspa, Edward Beale and Renew Skincare brands.