JAPONESQUE DEAL: San Francisco Equity Partners is building its beauty portfolio with the acquisition of Japonesque. Terms of the deal, which takes effect today, were not disclosed. But industry sources estimate that Japonesque generates retail sales south of $25 million.

Japonesque was founded in 1984 and is a company with a deep heritage of creating beauty products inspired by the professional makeup tools used in Kabuki theater in Japan. The product line includes makeup brushes, eyelash curlers, tweezers, makeup cases and other beauty accessories. The company recently launched color cosmetics, which can be found at retailers in the prestige beauty, drug and mass channels.

This story first appeared in the March 31, 2015 issue of WWD. Subscribe Today.

With the purchase, SFEP, which already holds in its consumer stable brands such as Yes To, Method Home and ICU Eyewear, is looking to rev up and fully capitalize on Japonesque’s distribution channels.

“We see significant opportunity for growth on both the Japonesque-branded tools and recently launched color cosmetics line in the beauty channel, particularly at Ulta, which is a big opportunity,” said Scott Potter, managing partner at SFEP. “We also see significant growth opportunities in taking the company’s “category management” approach to managing the beauty tools and accessories program for large drugstore and mass retailers to additional customers, as well as continuing to grow with existing retail partners like CVS and Shoppers Drug Mart.”

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