Piper Jaffray is shopping Becca Cosmetics to potential buyers, according to three industry sources.

The brand, known for its highlighting cosmetic products, had $40 million in sales last year, two sources said. It is on track to grow to $60 million this year, according to one source. Becca Cosmetics has benefited from trends in skin highlighting, largely spurred from selfies and Instagram, sources said, and one source indicated it may sell for about three-times its wholesale sales.

Becca makes color cosmetics, including foundations, primers, color-correcting concealers, blush, eye shadow, eyeliner and lip gloss. Back in 2015, the brand collaborated with beauty vlogger Jaclyn Hill to create a Shimmering Skin Perfector in Champagne Pop, which reportedly sold 25,000 units in its first 20 minutes on sephora.com. The shade was heralded by sources as the brand’s breakout success. Becca collaborated with Hill again in October for the release of a limited-edition Shimmering Skin Perfector Pressed Champagne Glow Palette, which was released at Sephora. The brand has capitalized on social media interest – it reportedly received more than 6.5 million impressions from followers participating in a #findingchampagnepop campaign.

Becca’s growth is likely to attract a slew of private equity buyers, as well as  attention from strategic players, sources said. Robert DeBaker heads the brand as president and chief executive officer. The company’s current growth rate is viewed by industry insiders — several of whom described the brand as all but dead a few years ago — as a massive success story.

A representative for Piper Jaffray did not return a comment by press time. The investment bank is also said to be shopping Paula’s Choice, an e-commerce site that also serves as a destination for product reviews. Earlier in March, private equity firm TA Associate received regulatory approval from the Federal Trade Commission to potentially buy a stake in that business from Bertram Capital.