San Francisco Equity Partners has acquired a majority stake in natural makeup brand Jane Iredale.
Jane Iredale, the eponymous line founded by British-born Iredale in 1994, uses minerals, botanicals and other natural ingredients for its skin-care-focused makeup line. The brand’s products do not contain synthetic preservatives, and are sold in the professional and retail channels, including Neiman Marcus and Nordstrom. Industry sources estimate the brand has about $70 million in net sales and is growing — largely due to e-commerce operations.
“We have a lot of expertise in the professional market, which is still our bedrock of business, and we’re learning about e-commerce…but there’s always more to learn. It’s such an evolving, dynamic field that the more expertise we can bring into it, the better,” Iredale said. She will stay on with the business, but is hoping to spend less time with Excel spreadsheets and more time on product development and with customers now that San Francisco Equity Partners is on board, she said.
“We’re big believers in the clean beauty and natural trend,” said Scott Potter, managing partner at SFEP. “We see all the numbers and where the market’s going there, and Jane has been doing this for 25 years