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October 25, 2018
October 25, 2018
Hidden Crown Hair Extensions

Industry leader for professional hair extensions and lash enhancement products Beauty Industry Group (BIG), along with Gauge Capital, has acquired Hidden Crown Hair Extensions.

WHO: Hidden Crown was started in 2013 by Shelley Goodstein and has garnered worldwide attention for its easy-to-use, ready-to-wear hair extensions being worn by celebrities and influencers such as Khloé Kardashian, Hailey Baldwin, and Iggy Azalea.

Salt Lake City-based Beauty Industry Group (BIG) was founded by Logan Woolley in 2004. The company industry leader for professional hair extensions and lash enhancement products, BIG owns multiple brands in the professional hair extension space, as well as companies in the cosmetic and e-commerce world. Their distribution network encompasses more than 1,000 stores, and more than 1,200 DSCs selling its products. BIG also operates businesses in the cosmetics and distribution space.

Gauge Capital, headquartered in Southlake, TX, is a private equity firm that partners with owners, managers, and equity stakeholders of successful middle-market companies to maximize potential. Gauge provides capital, strategic advice, and structural support to established firms with large market potential.

IN THEIR OWN WORDS: “I am thrilled to be part of such a visionary company like BIG and look forward to the synergistic strategies and alliances we bring together. It’s a very exciting venture!,” said Shelley Goodstein.

“I couldn’t be more excited to welcome Shelley to our team,” said Derrick Porter, CEO of BIG. “The Hidden Crown brand has taken the hair extension industry and opened it up to the masses utilizing social media, influencers and celebrities all the while delivering a customer experience that is unparalleled.”


  • Beauty Industry Group (BIG), along with Gauge Capital, has acquired Hidden Crown.
  • Terms of the transaction were not available.
  • Shelley Goodstein will remain in her role as CEO of Hidden Crown.
  • Hidden Crown will continue to operate out of Tucson, AZ.

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