Key Takeaways:
- Saltyface is a tanning brand whose skincare-forward formulations fit into the sunless-tanning category's skinification.
- Saltyface joins Gauge Capital's portfolio Soleil Collective, which includes Coco & Eve and Loving Tan.
- The investment will support the brand’s omnichannel expansion and product innovation.
Gauge Capital has acquired its third self-tanning brand.
WHO: Vancouver-based self-tanning brand Saltyface, founded by Bethany and David Menzel, offers buildable formulas that deliver a natural-looking glow while prioritizing skin health, powered by DHA derived from organic sugar beets. Its hero product, Saltyface Tanning Water, is developed for the face and develops gradually, letting consumers customize the depth of their tan. Products are sold at Credo Beauty, Erewhon, Happier Grocery, and Revolve, through its own direct-to-consumer business, and Amazon.
Gauge Capital is a leading middle-market private equity firm based in Southlake, Texas. Gauge invests in five key sectors: business services, food & consumer, government & industrial services, healthcare, and technology. The firm manages more than $2.0 billion in capital and targets businesses with enterprise values of $50 million to $500 million and at least $5 million in EBITDA.
WHY: Gauge’s investment will support the next phase of the brand’s growth, including increased brand awareness, product innovation, and expanded omnichannel distribution.
IN THEIR OWN WORDS: “Saltyface was born from a skin care-first approach and a desire to rethink what self-tanning could look and feel like. Seeing our community embrace that vision has been incredibly rewarding.
