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L Catterton Takes Minority Stake in Swedish Haircare Brand Maria Nila

Published September 7, 2023
Published September 7, 2023
Maria Nila

The European fund of L Catterton has acquired a significant minority stake in Swedish professional haircare brand Maria Nila, as the LVMH-backed private equity firm continues to build its beauty portfolio.

WHO: Maria Nila was founded in 1999 in a garage in the south of Sweden by Ann and Ulf Wikström, who had a vision to create professional haircare products that were friendly to the planet and animals. With its own production plant located in Sweden, the brand manufactures an extensive line of certified cruelty-free and 100% vegan haircare and styling products and treatments, and ensures sustainability is at the heart of every process, from product formulation to fulfillment. The brand is currently sold in 45 countries.

L Catterton is a market-leading consumer-focused investment firm, managing approximately $34 billion of equity capital across three multi-product platforms: private equity, credit, and real estate. Founded in 1989, the firm has made over 250 investments in some of the world's most iconic consumer brands. Current beauty portfolio: Honest Company (2018), Vitamin Pack (2018), Pibiplast (2018), Etvos (2020), Public Goods (2020), Function of Beauty (2020), CI Flavors (2021), Beauty Industry Group (2021), Bellami Hair (2022), RescueMD (2022), DIBS Beauty (2023), Irene Forte (2023), and Gloss Genius (2023).

WHY: The investment will be used to accelerate Maria Nila’s growth through brand expansion, product portfolio, and sales channels. This partnership will allow Maria Nila to leverage L Catterton's deep investment expertise, category knowledge, consumer insights, and strategic relationships in the beauty sector.

IN THEIR OWN WORDS: “Maria Nila represents a compelling opportunity to partner with a truly sustainable and vegan brand in the beauty space,” said Luigi Feola, a Managing Partner in L Catterton’s Europe Fund. “As the #1 professional haircare brand in Sweden with a strong consumer following, the growth potential for Maria Nila is significant. We believe there is meaningful whitespace to accelerate global expansion and increase share in underpenetrated categories by leveraging the brand’s successful go-to-market strategy and differentiated brand proposition. We look forward to partnering with the entire Maria Nila team to support the Company’s growth and build on the brand’s authentic values, which strongly resonate with stylists and consumers alike.”


  • L Catterton’s Europe fund made a significant minority investment in Maria Nila. The terms of the deal were not disclosed.
  • The brand's turnover was €45 million in 2022.
  • Marcus Wikström will remain the brand's CEO.

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