Bertram Capital has made a growth investment in Paula’s Choice, a skin care and cosmetics company. Paula’s Choice represents Bertram Capital’s third investment in a high-growth consumer brand and the firm’s ninth platform investment overall.
Paula’s Choice is a cosmetics and skin care company that offers proprietary products, skin care research, and online content that empower consumers to find the best products available for their skin. Paula’s Choice offers over 45,000 product reviews through its Beautypedia platform and its products are sold globally in over 50 countries. The company was founded in 1995 by Paula Begoun and is based in Seattle (www.paulaschoice.com).
“We were approached by a number of firms over the past year and were looking for a financial and strategic partner that shared our vision and enthusiasm for the Paula’s Choice brand,” said Ms. Begoun. “We were impressed with Bertram Capital’s unparalleled ability to leverage their own technology team as well as their commitment to build the brand responsibly. This partnership will enable us to re-invest in our business so we can continue to pursue our mission to help consumers around the world take brilliant care of their skin. We are excited to join forces with the Bertram Capital team as we move forward in the evolution of our company and brand.”
The Bertram Capital team was introduced to Paula’s Choice by Partnership Capital Growth Advisors (PCGA), a San Francisco-based full-service investment bank focusing exclusively on the healthy, active and sustainable living marketplace. “We are grateful to Janica Lane and the PCGA team for bringing an exceptional investment opportunity to our attention,” said Ryan Craig, Partner at Bertram Capital. “Paula’s Choice represents the type of growth and business-building opportunity we search for every day at Bertram. PCGA distinguished itself with the quality of its client and adept management of the process.”
Bertram Capital invests in middle-market business services, consumer, healthcare, industrial and technology companies. Bertram is currently investing out of its $500 million second fund and typically allocates $25 million to $100 million to each investment. Since the firm’s inception, Bertram has managed in excess of $850 million in committed capital and has completed 8 platform investments and 14 follow-on acquisitions. The firm is located in San Mateo, CA (www.bertramcapital.com).
“Paula and her team have built an impressive organization around a brand that stands for excellence and efficacy, and have differentiated themselves in a highly competitive consumer category,” said Jeff Drazan, Bertram Capital’s Managing Partner. “We are honored that Paula selected Bertram Capital as her partner to further build Paula’s Choice as both a brand and a premier online destination.”
© 2012 PEPD • Private Equity’s Leading News Magazine • 12-5-12