In Brands, Finance

LB Equity, a New York–based private equity firm with a personal care focus, acquired the assets of BLAMtastic, making a significant capital investment to fund marketing, working capital, and product development.

WHO: Natural-focused personal care company BLAMtastic has developed the only line of all-natural, non-aerosol preventive and healing diaper rash sprays for both babies and adults. Based in Atlanta and founded in 2007, the Company’s “no touch,” non-aerosol, continuous sprays enable the treatment of hard-to-reach areas without the mess. Positioned in the mass channel, BLAMtastic  is distributed through the top national food, drug, and mass retailers, including Walmart, Safeway, Albertsons, and HEB.

LB Equity is a New York–based private equity fund that provides growth capital to innovative, fast-growing companies in the mass and prestige beauty and personal care space. Portfolio investments include: MD Complete, Marula Pure Beauty Oil, Immunicologie, and Tara Smith, among others.

IN THEIR OWN WORDS:  “We are very excited to work with LB Equity towards the expansion of the distribution of the baby diaper rash spray and to launch a new product for the adult market this fall,” CEO Renee Sandler said in a release. “With the funds provided by LB Equity in the new organization, we will grow the management team and expand the product development work.”

“The quality of the products and management team was what first attracted us to BLAMtastic,” said Jay Lucas, head of LB Equity. “The size and growth characteristics of the baby diaper rash category and the adult incontinence market are extremely attractive and BLAMtastic is poised to be a leader in both segments.”

DETAILS: 

  • LB Equity acquired the assets of BLAMtastic, making a significant capital investment to fund marketing, working capital, and product development.
  • Terms of the transaction were not disclosed.
  • Founder Renee Sandler and the rest of the BLAMtastic management team will remain in place to lead the growth of the brand.
  • Ohana & Co. served as exclusive financial advisor to BLAMtastic on the transaction.
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