Gauge Capital buys sunless tanning brand Saltyface for its Soleil Collective
What's the deal? Private equity firm Gauge CapitalDealroom has a profile for this one. Try Dealroom → has acquired Vancouver-based SaltyfaceDealroom has a profile for this one. Try Dealroom →, a premium sunless tanning brand, for an undisclosed sum. Founded in 2020 by husband-and-wife duo Bethany and David Menzel, Saltyface sells skincare-forward self-tanning products priced from $22 to $59 through its direct-to-consumer site, Amazon, and retailers including Credo Beauty and Revolve.
What's the endgame? Saltyface joins Gauge's Soleil CollectiveDealroom has a profile for this one. Try Dealroom →, a group of brands focused on sunless tan, suncare, and bodycare that also includes Loving TanDealroom has a profile for this one. Try Dealroom → and Coco & EveDealroom has a profile for this one. Try Dealroom →. Gauge's investment will fund omnichannel expansion and product innovation.
Why now? This is Gauge's first beauty acquisition under Andrew Stanleick, who joined in July as managing director and operating partner to lead consumer investments. The former L'OréalDealroom has a profile for this one. Try Dealroom →, Unilever, and Coty executive is betting that even sun-loving consumers want safer ways to tan.
"Bethany and David recognized that shift early and have built a brand that makes self-tanning feel much more like modern prestige skin care," Stanleick said in a statement.
What's the context? Interest in sunless tanning is climbing. Market intelligence firm Spate reports the category grew 188.6% year-over-year across social media, drawing 33,800 average monthly Google searches and 1,900,000 average weekly TikTok views as of May.
The signal: Investors are circling the sunscreen and self-tan space as consumers seek alternatives to sun exposure. Recent deals include Cavu Consumer PartnersDealroom has a profile for this one. Try Dealroom → leading Dolce Glow's $11 million Series A in August, PuigDealroom has a profile for this one. Try Dealroom → moving to buy the remaining 50% of sunscreen brand ISDINDealroom has a profile for this one. Try Dealroom →, and VacationDealroom has a profile for this one. Try Dealroom → landing a minority investment from VMG PartnersDealroom has a profile for this one. Try Dealroom →. Larger exits — KaoDealroom has a profile for this one. Try Dealroom →'s roughly $300 million purchase of Bondi SandsDealroom has a profile for this one. Try Dealroom → in 2023 among them — show the category's growing appeal to strategic and financial buyers alike.
Read more: beautyindependent.com
Image credit: Generated with Gemini
