PAI Partners Beautynova Store
Photo Credit: Depot Milano

PAI Partners Takes the Lead in Beautynova’s Next Growth Chapter

Beautynova, a distinguished name in the professional haircare industry, has transitioned to new ownership as PAI Partners, a notable private equity firm, successfully acquires the company from Bluegem Capital Partners. The details of the transaction remain undisclosed, emphasizing the strategic nature of this acquisition.

PAI Partners plans to leverage its mid-market focused fund to gain a majority stake in Beautynova, establishing itself as the controlling shareholder while ensuring Bluegem Capital Partners retains a significant shareholding. This partnership is further enriched by the participation of a syndicate of Bluegem co-investors.

Originating from Italy, Beautynova is renowned for its premium brands such as Milk_Shake, concept, and Medavita. It boasts an impressive portfolio of over 18,000 professional haircare formulas covering treatments, colorings, and stylings. The company’s global presence is marked by its exports to over 70 countries, with a substantial 70 percent of its revenues stemming from international markets, notably the US and Europe, through both professional and consumer channels.

Under the stewardship of Bluegem since 2020, Beautynova has witnessed a remarkable tripling of its sales and has broadened its geographical reach, especially in the US market, which now accounts for 18 percent of its total sales.

PAI Partners is set to fuel further growth in all key markets, with a keen eye on the US and Europe. Stefano Banfo, Beautynova’s Chief Executive, highlights the company’s recent advancements in management, production capabilities, and product innovation, expressing enthusiasm for future collaboration with PAI and Bluegem.

Raffaele Vitale of PAI MMF underscores Beautynova’s diversified offerings and significant position in the global professional haircare market, looking forward to propelling the company into its next phase of expansion in partnership with the current team and Bluegem.

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