Capstone Partners, advised French Transit on its sale of Crystal™, the world’s largest natural mineral salt deodorant brand, to Juggernaut Capital Partners.
The team were great partners and understood the CPG landscape and importance of natural products like Crystal with proven efficacy. Our new owners have the passion and commitment to continue our legacy of offering healthy, natural and sustainable products.
Jerry Rosenblatt, Founder and CEO of Crystal, helped create the natural deodorant category in 1984 after discovering that mineral salts used to purify water also worked as a natural yet powerful hypoallergenic deodorant. That same year, Mr. Rosenblatt launched the company with a single product, Le Crystal Naturel, which continues to be sold on store shelves nationwide to this day. As demand for the product grew, Mr. Rosenblatt and his team began introducing new product lines and expanding distribution to retailers around the globe in order to satisfy the needs of the millions of consumers worldwide that are focused on healthy living. Today you can find the Crystal Body DeodorantTM brand products, along with over 25 other Crystal products, online, at major U.S. retailers, and across stores in Canada, Europe, Latin America, Australia, New Zealand, Asia, Africa and the Middle East.
William Harrison, Head of Consumer and Retail Investment Banking at Capstone, commented, “It was a pleasure to represent one of the pioneers in the natural CPG sector. Jerry Rosenblatt’s vision in 1984, long before the broad adoption of natural products, allowed Crystal to become a global leader in natural personal care.” Tyler Comann, Managing Director at Capstone, added, “We were delighted to have an opportunity to represent Crystal in this transaction and find an ideal partner with a track record of growing authentic consumer companies.”