Building off the momentum from the sale of The Center–incubated skincare brand Naturium for $355 million to e.l.f. Beauty, the beauty incubator invested in the influencer-founded bodycare brand Cyklar.

WHO: Founded in October 2023 by wellness lifestyle influencer Claudia Sulewski, Cyklar was positioned as skincare-influenced bodycare with a conscience. Launched with one hero product, the Body Cream has a luxurious formulation and captivating genderless fragrance, Crescent, and is priced at $58.

The Center was started by industry veteran Ben Bennett as an incubator and investor in 2020. The current portfolio includes Phlur, Make Beauty, Saltair, and Prequel.

WHY: The business was self-funded, but Sulewski has an ambition to scale and evolve her brand, looking for a partnership with a brand accelerator that shares her passion for beauty and innovation.

IN THEIR OWN WORDS: Sulewski says of the partnership, "I was a longtime fan of The Center's brands and couldn't believe my luck when I hit it off with Ben Bennett. Joining this family is a dream come true, and I'm eager to learn and grow Cyklar with their expertise." 

Ben Bennett, founder of The Center, shared, "We are thrilled to welcome Claudia Sulewski and Cyklar to our portfolio. Claudia's vision aligns perfectly with The Center's mission to nurture and elevate innovative beauty brands. We are impressed with what she has accomplished with Cyklar so far and are looking forward to collaborating on the brand's next chapter."

DETAILS:

• The business will expand the brand's offerings, focusing on new products and the evolution of Cyklar. 
• Industry experts expect the brand to achieve $12 million in retail sales this year. According to industry sources, The Center will surpass $200 million in retail sales across its portfolio. 
• In 2023, e.l.f. Beauty acquired Naturium, a fast-growing, high-performance skincare brand, for $355 million in a combination of cash and stock.
• The Center acquired digital-first clean fragrance brand Phlur in 2021, and received a $15 million minority investment from Prelude Growth Partners the same year. 
• The Center acquired Make Beauty and tapped former Violet Grey art director Carrie Barber to lead the revamp of the brand and assume the role of founder in November 2020.