THE WHAT? Eurazeo has signed an exclusivity agreement to invest around EUR410 million in Aroma-Zone, with the private equity group set to become the French natural beauty and wellness company’s main shareholder.
THE DETAILS Eurazeo and its partners would invest approximately EUR410 million in Aroma-Zone, while the founding Vausselin family would retain a significant stake. The investment is intended to support Aroma-Zone’s next phase of growth, including international expansion, further development of its French e-commerce platform and new store openings. Founded in 1999, Aroma-Zone operates a predominantly direct-to-consumer model spanning natural beauty, aromatherapy and DIY products. It offers more than 1,900 products, serves more than two million users annually and complements its online business with seven stores in France. Eurazeo will bring its international network and expertise in consumer goods and digital businesses to support the expansion strategy.
THE WHY? The proposed deal reflects continued investor appetite for scalable beauty businesses with strong direct-to-consumer capabilities and established customer communities. For Aroma-Zone, Eurazeo’s investment could provide the resources and expertise to evolve a predominantly French digital business into a larger international, omnichannel beauty player.
Source: Private Equity Wire
