A portfolio company of Monogram Capital Partners acquired Amazon native beauty brand InstaNatural skincare.
WHO: InstaNatural was founded in 2013 by Aditya Patel, who started the company with a $20,000 loan from his parents and $20,000 he put on a credit card. The business made an early bet on Amazon, carving out a niche offering natural and affordable skincare products focused on ingredients. Today the InstaNatural portfolio includes skin, hair, body, home, and baby care with distribution primarily through online channels in the US and Europe.
Headquartered in Los Angeles, CA, and founded in 2014, Monogram Capital Partners has approximately $300 million in equity capital under management and focuses exclusively on investing in emerging consumer brands. The firm seeks opportunities to partner with founders and strong management teams of category-leading brands to help foster their strategic expansion into new product innovation and to reach customers across new channels/geographies. Beach House Group, and DS & Durga are current beauty businesses in its portfolio.
IN THEIR OWN WORDS: In a statement to BeautyIndependent, InstaNatural said, “We are really happy and excited about the acquisition, and the opportunities for growth moving forward. Our mission at InstaNatural has been to make safe, effective, and naturally derived beauty products accessible to all consumers, and that mission will not change. We are truly looking forward to what the future holds, and our loyal customers can rest assured that we will continue to be the brand they’ve come to trust and love.”
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