Arrotex Pharmaceuticals continues to build its beauty portfolio, acquiring beauty platform Makeup Cartel and its four owned brands from Australian growth equity firm Point King Capital.WHO: Founded in 2013 by Evette Hess, Australian-based Makeup Cartel is a clean beauty platform that owns a portfolio of four brands: PONi Cosmetics, esmi Skin Minerals, Lip Heroes, and suncare brand Sun Skills.Point King Capital provides long-term growth equity to global consumer and financial services companies. PKC is supported by a discrete group of investors consisting of best-in-class global entrepreneurs and sophisticated family offices. Point King has also invested in The Beauty Chef (2020), Lanolips (2022), BYBI (2020), Atelier (2021), Flamingo Estate, Dune Suncare, Sans [ceuticals], Patricks, Me|Today, Bleach London, Rae Morris, Bubble, Crown Affair, Ellis Brooklyn, Kroma, and Hair by Sam McKnight.Led by healthcare entrepreneur Dennis Bastas, Arrotex Pharmaceuticals, Australia’s leading generic pharmaceutical and private label over-the-counter supplier, marks a strategic expansion into the health and beauty sector, creating a new consumer health and beauty enterprise, VidaCorp, which will hold his investment in Nude by Nature and Makeup Cartel along with MCo, MyAura, Brutal Truth, and SkinB5.WHY: The acquisition of Makeup Cartel continues Arrotex Pharmaceuticals' strategic expansion into the health and beauty sector, providing the first direct-to-consumer platform for the Arrotex Pharmaceuticals portfolio and includes significant trade and collaboration with Sephora. IN THEIR OWN WORDS: Mr.