Pacifica Beauty Hires Nathalie Kristo, Lands PE Investment – WWD

Pacifica Beauty received an investment from Brentwood Associates and appointed Nathalie Kristo as chief operating officer.

Kristo most recently worked with Huda Beauty as CEO, and before that, at NYX and L’Oréal USA.

Pacifica is best known for its vegan, cruelty-free beauty products at affordable prices. The brand is a leader in both categories, and more than 25 years after its launch, it is still capturing the interest of consumers, including Gen Z, said founder Brook Harvey-Taylor.

Gen Z was “a big demo for us,” says Harvey-Taylor. “It’s exciting to see these kids care more about the world and the planet and the earth and the climate, so for us, that consumer makes us really excited. It is the consumer that will change the world. ”

Pacifica is said to have net sales of around $80 million, according to industry sources. Brentwood’s investment terms were not disclosed.

“People around the world are looking for more conscious consumerism,” says Kristo. “People are re-aligning their values ​​and really thinking about what their impact on the planet is, and how they can look at brands that align with the refocused values. their new.”

“They have been making clean, vegan, sustainable beauty forever, but at accessible prices, so consumers are now looking to make more conscious choices, Pacifica… is defined. unique position to democratize that and really bring that to a broader scope than Kristo said.

Pacifica’s bestsellers include the Glow Baby franchise, which includes Vitamin C, Wake Up Beautiful, which contains retinoids, and Stellar Gaze Mascara. Recently, the brand launched reusable masks for $15. Harvey-Taylor said skin care is now more than half of Pacifica’s business, and the company plans to launch more products in its hero skin brands.

“[Pacifica is] has the power to deliver pure innovation at the right price point in a way that has never been done before,” said Katherine Mossman, Brentwood health and beauty industry partner. “For too long, pure and truly pure innovation has not been accessible.”

Harvey-Taylor was an early adopter of synthetic biology, allowing her to create products including vegan collagen and ceramides while maintaining a cruelty-free state. With Kristo’s investment and appointment, Harvey-Taylor will become president of the company, focused on pushing the boundaries of sustainable packaging and ingredients.

Harvey-Taylor gets a minority investment for Pacifica from Alliance Consumer Growth in 2016. With an investment in Brentwood, she is looking for “a partner who can dig deep” to guide operations, including the supply chain, she said. Mossman said the company will aim to help Pacifica increase brand awareness, “perform excellence throughout the supply chain” and optimize its “multi-channel footprint, globally, on a global basis.” global headquarters”.

Currently, Pacifica is sold primarily in the US through Whole Foods, Ulta Beauty, Target, and other retailers. The brand recently launched in Canada and will launch alongside Cult Beauty and Douglass this year, Harvey-Taylor said.

With Kristo at the helm, the brand plans to focus its marketing around ingredient innovations through advertising across streaming platforms, engagement with online communities, as well as branching out. to more classical marketing methods – like catalogs.

Jefferies advised Pacifica on the deal.

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