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January 8, 2021
January 8, 2021

Alliance Consumer Growth has made a minority investment in SuperOrdinary, a company that specializes in distributing brands in China.

WHO: SuperOrdinary was started by Julian Reis, an industry veteran and the co-founder of Skin Laundry, in 2018 as a laboratory to grow the next generation of innovative consumer brands in China. The fast-growing brand management and distribution company is working with best-in-class global beauty brands to establish and scale their businesses in China via cross-border and domestic channels. The business has 200 employees who work closely with their portfolio of 20 brands including Farmacy, Drunk Elephant, The Ordinary, Ouai Haircare, Milk Makeup, Dr. Dennis Gross, Supergoop, and more.

Alliance Consumer Growth (ACG) is a private equity investment firm focused exclusively on high-growth consumer companies. ACG has created a unique investment platform to identify and invest in the most promising young consumer brands, help accelerate their growth, and ultimately help maximize value for all stakeholders. Current beauty investments are Tata Harper, Pacifica, Harry’s, Nudestix, Ouai, and Lola.

WHY: This investment will enable SuperOrdinary to further accelerate the growth of its portfolio of global beauty brands in the Chinese market, and explore additional adjacencies where the Company can provide stewardship for brands to succeed outside of their domestic markets.

IN THEIR OWN WORDS: “When brands look to select a partner for the Chinese market, it’s critical to find a group that understands the market intricately, and that has strong brand-building DNA,” said Julian Steinberg, Managing Partner at ACG. “Julian Reis and the SuperOrdinary team have established themselves as the leading partner high-growth beauty brands can trust to adapt their brand for success in the Chinese market.”

“We are thrilled to partner with the ACG team, whose expertise in the beauty market and point of view on rising star beauty brands will be instrumental in our continued success,” said SuperOrdinary founder Julian Reis.


  • Alliance Consumer Growth has made a minority investment in SuperOrdinary.
  • The business, up 400 percent over the last year, is expected to at least double for 2021, and grow to about 350 employees.
  • The business is also backed by the Puig family.

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