Info Deal : Oh My Cream!
News : transaction services
Aca Nexia carried out the due diligence of Oh My Cream !, a beauty concept store.
Experienced Capital took a 41% stake in Oh My Cream! (OMC).
The investment fund Eutopia, which has been a shareholder of OMC since 2016, also reinvests on the occasion of the entry of ECP. Oh my cream! is the first participation of the second fund of Experienced Capital, ECP II, whose first closing was realized last July for 70M € with a final goal of 150M €.
Oh my cream! was founded in 2013 by Juliette Lévy, passionate about beauty but at the time frustrated by a standardized distribution offer, dominated by institutional brands, with a lack of transparency and advice. In a changing beauty market moving towards green / clean beauty and more intimate and digital modes of consumption, Juliette Lévy has created with OMC an ultra-expert and disruptive beauty concept-store aiming to offer a warm setting. with wise advisers and distributing some forty niche brands, full of meaning (Tata Harper, REN Skincare, Patyka, John Masters Organic, Susanne Kaufman, etc.). In 2017, OMC also launched its own line of cosmetics Oh My Cream! Skincare to complete its third-party product offering with clean products for everyday essentials.
With 13M € turnover in 2019, 50% in digital and 50% in 15 stores in Paris and in the provinces (including 10 to date), OMC revolutionized the market for selective cosmetic distribution and is already a strong brand , aspirational that upsets the codes of traditional cosmetic distribution. The ambition of the business plan is to multiply turnover by 4 in particular via the acceleration of digital and retail expansion of the brand. With this acquisition, ECP made a second investment in the cosmetics sector (after L:a Bruket in March 2019 via ECP I) and the first investment of ECP II, a fund in the process of being raised, investing from € 10m to € 30m in premium brands in the fields of cosmetics, accessories, food, fashion, jewelery, furniture, leisure, and tech.
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