Case study

Too Faced Cosmetics has sold a majority stake to General Atlantic

Weston Presidio Capital has sold a majority stake in Too Faced Cosmetics to General Atlantic for an undisclosed consideration.

Founded in 1998 by Jerrod Blandino and Jeremy Johnson, Too Faced is a leading cosmetics brand. Through innovative products, an empowering brand message, and longstanding relationships with top beauty retailers, Too Faced enjoys tremendous channel momentum, which has resulted in record sales and an unparalleled opportunity to reach even more customers seeking to express their individuality through makeup. The Too Faced founders and senior management team will retain significant ownership in the company.

General Atlantic is a leading global growth equity firm providing capital and strategic support for growth companies. The firm ins based in Greenwich, Connecticut, and has approximately US$20 million assets under management.

Weston Presidio invests in leading lower middle-market growth companies with proven and invested management teams. The firm focuses on management teams and companies that can weather economic volatility, have shown consistent historical growth and have significant future growth prospects. It also seeks companies with leading trade or consumer brands that attract highly loyal, recurring customers. The firm’s goal is to build and realize value through growth and operating improvements.

Oaklins' team in Los Angeles advised the seller in this transaction.

Tombstone image for Too Faced Cosmetics has sold a majority stake to General Atlantic

Key deal contacts

Steven Davis

United States

Managing Director

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Brian Levin

United States


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