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About the Company

Pureology is committed to creating shampoos, conditioners, and styling products that maintain the vibrancy of color-treated hair. With proprietary formulas, the company has built a devoted following of professional stylists and their clientele. The company stands firmly behind each of the advanced formulas it develops, promising consumers “long-lasting hair color or your money back.” 

Our Partnership

In 2004, we partnered with the founder of Pureology in a majority recapitalization that included a modest amount of leverage, enabling investment in growth initiatives such as new product extensions and expanded distribution. 

Strategic Focus

Working closely with Pureology’s founder and management team, we worked to increase the brand’s value through several approaches, including dramatically increasing margins by raising prices. We also expanded distribution, not only into a nationwide network of premium salons, but into select mid-price establishments and upscale chains as well.

Finally, we helped introduce shampoo and conditioner lines for specific hair types, along with innovative new styling products, to enable Pureology to market a complete line of hair care products to salon customers.

Demonstrated Impact

When we exited our investment through a strategic sale to L’Oréal in 2007, Pureology’s sales since the year prior to our investment had increased by approximately five times and profit margins nearly doubled