Saturday, 04 Apr 2020

Yellow Wood Partners Announces Acquisition of Freeman Beauty

BOSTON, Aug. 14, 2017 : Yellow Wood Partners, a Boston-based private equity firm focused on investing in consumer brands and companies, today announced the acquisition of Freeman Beauty, a leading specialty beauty company with a portfolio of brands across the skin care, hair care, foot care and specialty bath and body categories, from Champlain Capital, a private equity firm with offices in San Francisco and Boston.

Yellow Wood is investing in Freeman in partnership with CEO Jon Achenbaum and the company's senior management team.

Dana Schmaltz, Founding Partner of Yellow Wood Partners, said, "Freeman is a beauty industry pioneer that has created strong differentiated brand identity throughout its history. The company's brands are recognized as leaders in the mass facial mask and dry shampoo categories and enjoy broad distribution in mass and specialty oriented beauty and personal care channels. Yellow Wood's focus is to partner with great brands with strong consumer loyalty where we can help accelerate growth and assist with cost efficiencies. We have great confidence in the future potential of Freeman's brands and look forward to working with Jon Achenbaum and his team to fully expand into new and existing channels."

Freeman's iconic brands serve categories with explosive growth and include Feeling Beautiful, the #1 facial mask brand in the mass market. Freeman has a proven track record over the last several years of innovation across its portfolio of brands, which also includes Beauty Infusions facial masks, Psssst! dry shampoo, c.Booth bath and body care products, and Bare Foot foot treatments. Freeman's brands are marketed in the food, drug, mass, and specialty beauty retail sectors, in addition to e-commerce channels. Freeman is based in Los Angeles and for more information, visit

Jon Achenbaum, CEO of Freeman, said, "We believe there is a substantial opportunity to grow distribution with all of our customers, and especially to expand outside of the U.S. and Canada into international markets including South America and Europe. The team at Yellow Wood fully understands our brands and customers, and together with their functional-area operating experience can help expand our products to new and existing categories and identify consumers around the world who will enjoy our products."

Tad Yanagi, Partner at Yellow Wood, said, "Freeman has a proven track record of bringing nature-inspired and efficacious products quickly to the mass channel and we expect to optimize their new product development initiatives by focusing on the key brands. We hope to leverage our success in beauty and personal care to build on Freeman's leading position in the market and help guide the company through an extraordinary period of growth."

Yellow Wood recently completed fund raising for its oversubscribed Yellow Wood Capital Partners II LP, with $370 million of committed capital. In July, the firm completed the $1.425 billion sale of PDC Brands, a rapidly growing provider of beauty, personal care, and wellness brands, after quadrupling the company's revenue and growing EBITDA by over five times.

(PRN | 3 years ago)