Seaweed Bath Co., an ocean-inspired natural beauty brand, has announced the acquisition of two major players in the natural beauty industry: Andalou Naturals and Mineral Fusion. This strategic move positions Seaweed Bath Co. to leverage combined resources, knowledge, and expertise to drive innovation and operational efficiencies.
All three brands—Seaweed Bath Co., Andalou Naturals, and Mineral Fusion—are widely available at major retailers, including Whole Foods Market, Amazon, Sprouts Farmers Market, and Natural Grocers. According to Allison Grossman, Co-Founder of Seaweed Bath Co., the acquisition is a significant milestone. “We have admired Andalou Naturals and Mineral Fusion for a long time, and we are thrilled to bring together the resources, knowledge, and extensive experience of the teams,” Grossman stated.
Mineral Fusion, a top-selling natural cosmetic brand, is known for its clean cosmetics that aim to correct flaws rather than just cover them up. Andalou Naturals is renowned for its innovative natural skincare products, particularly those leveraging Fruit Stem Cell Science®. The combined product ranges of these brands, alongside Seaweed Bath Co.’s body, hair, and sun care products, create a unique opportunity for streamlined product development and increased operational efficiencies.
Tim Schaeffer, Chief Executive Officer of Seaweed Bath Co., emphasized the strategic importance of the acquisitions. “These acquisitions are our first step in creating a best-in-class natural beauty platform that leverages scale to drive product and sustainability innovation as well as serve the evolving needs of both retail partners and consumers,” Schaeffer noted.
Natureza Growth Partners, a leading consumer growth equity firm, provided the financing for the acquisition. With the transaction, Collin Eckles, Managing Partner of Natureza, will join the Seaweed Bath Co. Board of Directors, and Managing Partner Fernando Gentil Jr. will serve as Chairman of the Board. This partnership aims to further enhance the growth and strategic direction of the combined entities.
The acquisition was facilitated by KPMG Corporate Finance LLC, a global investment banking firm, which served as the financial advisor on the sale. Legal support for the transaction came from Polsinelli.
The integration of Andalou Naturals and Mineral Fusion into the Seaweed Bath Co. portfolio is expected to significantly impact the natural beauty industry. By combining forces, these brands aim to set new benchmarks in product development, sustainability, and consumer satisfaction. The enhanced operational efficiency and broadened product offerings promise to better meet the evolving demands of both retail partners and consumers, potentially setting a new standard in the natural beauty market.
For more information, visit seaweedbathco.com, andalou.com, and mineralfusion.com.
