Capstone Partners advised Simply Organic Beauty (Simply Organic or the Company), a leading B2B provider of professional-use haircare products on its majority recapitalization with West Lane Capital Partners LLC (West Lane), in partnership with J.P. Morgan Asset Management’s Private Equity Group.
Founded in 2000 and based in Palm Harbor, Florida, Simply Organic is a leading developer and provider of luxury, professional-only, organic and clean beauty products. The Company has built a dedicated community of professional beauty customers over the last twenty-years through maintaining a strong focus on the health, wellness, success, and continued education of the professional beauty artisan.
Simply Organic’s most recent success in its continually innovative, professional-centric approach to the beauty industry has been the launch of “Holistic Hair Tribe”, its unique P2C (professional-to-consumer) beauty products referral platform. The network enables salons and stylists to sell product from Simply Organic’s broad catalog of specialized luxury and clean beauty products delivered directly to their clients’ homes. This unique platform has activated the Company’s large and passionate base of salon professionals as an extension of its sales force while creating an expansive network of trusted influencers.
The positioning of Simply Organic’s unique platform of products and value-added services required a nuanced-approach, which Capstone was instrumental in delivering. I could not be more thrilled with my decision to engage Capstone Partners and with their counsel and assistance through this transaction.
Simply Organic plans to continue to execute and expand on its current strategy, and Mitchell and other management will remain in their current capacities. Mitchell continued on to say, “We could not have selected a more accretive growth partner in West Lane and the opportunity to work with other beauty brands within West Lane’s portfolio including Blossom Beauty and the BodySpa Group represents an exciting and promising opportunity for partnership and growth.”
Tracy Patch, Director at Capstone Partners, stated, “The interest in organic and natural personal care products among investors and strategic partners is robust. We expect continued investment activity in this segment of the market reflecting consumers’ appetite and willingness to pay premium pricing for the promise of safe, natural, and sustainable personal care products.”
Nick Sternberg, Managing Partner of West Lane, added, “We are very excited to partner with Scott and the entire Simply Organic team to continue growing the Company’s platform into a larger, more comprehensive, and global ecosystem of brands, enthusiastic beauty professionals, and innovative technologies focusing on the ongoing success of independent beauty professionals and salons”.
West Lane Capital Partners, LLC based in Los Angeles, CA is a private investment firm that partners with entrepreneurs and management teams to invest in lower middle-market companies. In addition to providing capital, West Lane are actively engaged partners across the strategy, operations, and finance functions within its portfolio businesses.