With this move, the Swedish sustainable professional hair company seeks better opportunities to accelerate international expansion.
Over the past 5 years, Maria Nila, the Swedish sustainable professional haircare brand, has been on a mission to expand into all parts of Europe and the USA – and they are growing day by day.
To continue this journey, the company has partnered with L Catterton, a leading global consumer-focused investment firm, that can help Maria Nila further accelerate the development of its product portfolio, brand equity and market expansion.
L Catterton has acquired a minority share, while Marcus Wikström, the son of the founders, will continue to lead the company and remain as CEO.
Maria Nila’s 100 % vegan, climate-compensated and award-winning haircare products have enjoyed impressive growth in recent years.“At Maria Nila, we have always been driven by a single purpose – to provide the world with professional beauty in a friendly, curious, and honest way – and to do this responsibly and sustainably,” said Marcus Wikström, CEO of Maria Nila. “As the second generation of a family-owned business, I am incredibly excited to partner with a firm that shares our commitment to these core values. This partnership will allow us to accelerate the development of our product portfolio and brand and expand even further across key European and U.S. markets. With L Catterton’s successful track record of supporting founder-led and family businesses, we are confident that we’ve found the right partner”.
As a leading global consumer-focused investment firm, L Catterton has significant experience investing globally in beauty and fashion brands. Current and past investments in the space include GANNI, Elemis, The Honest Company, bliss, Etro, Beauty Industry Group and TULA, among many others. This partnership will allow Maria Nila to leverage L Catterton’s deep investment expertise, category knowledge, consumer insights, and strategic relationships in the beauty sector.
“Maria Nila represents a compelling opportunity to partner with a truly sustainable and vegan brand in the beauty space,” said Luigi Feola, a Managing Partner in L Catterton’s Europe Fund. “As the #1 professional haircare brand in Sweden with a strong consumer following, the growth potential for Maria Nila is significant. We believe there is a meaningful whitespace to accelerate global expansion and increase share in underpenetrated categories by leveraging the brand’s successful go-to-market strategy and differentiated brand proposition. We look forward to partnering with the entire Maria Nila team to support the Company’s growth and build on the brand’s authentic values, which strongly resonate with stylists and consumers alike.”
For more info, please visit Maria Nila web site and catterton.com.
