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About the Company

Adam Minto and Tom Allsworth co-founded Makeup Revolution in 2013 with the goal of developing “quality makeup accessible to everyone.” The brand, one of the creators of the “fast beauty” category, is rooted in the founders’ passion for bringing the latest beauty trends and product innovations to market quickly at attractive, mass-market price points. Driven by significant social media marketing and beauty blog buzz, the company has effectively targeted a broad base of makeup enthusiasts, resulting in strong consumer affinity and rapidly expanding distribution in leading retailers across the world as well as online. Adam and Tom have over 27 years of experience in the cosmetics and product manufacturing business, and have a proven track record of developing successful brands.

Our Partnership

We had been closely tracking Makeup Revolution and admired its unique “fast beauty” consumer proposition and incredible momentum. At the same time, Adam and Tom recognized TSG’s deep beauty experience and successful track record helping entrepreneurs grow their businesses. As Makeup Revolution was looking to partner with a value-added investor to take its brand to the next level, our shared values and vision for the future of the brand resulted in a natural fit.

Strategic Focus

Leveraging our deep experience and network in the beauty sector, we are supporting the company with a range of strategic initiatives to set the stage for their next phase of growth, including: building out a world-class team, brand marketing and development, strategically expanding global distribution, optimizing operations and supply chain, and creating a robust digital strategy including a best-in-class owned eCommerce platform.

Demonstrated Impact

Though still a relatively new partnership, we’ve already helped make significant progress filling key management positions, securing additional distribution and shelf space gains, and establishing more robust operations, infrastructure, processes and internal controls. This has enabled the company to continue its tremendous growth and its goal of doubling the size of its business this year.