BH Cosmetics is a leading, direct-to-consumer color cosmetics brand focused on the Millennial / Generation Z consumer. Launched in 2009 with a focus on eye palettes, BH Cosmetics has since developed a full suite of high-quality color cosmetics including products for the face, lips, eyes, brows as well as brushes and accessories. The company has a worldwide social media following across multiple platforms and utilizes a deep influencer network to drive brand awareness, trial and customer acquisition. Given the company’s heritage as a digitally native e-commerce color cosmetics brand, BH has developed an advanced e-commerce platform with proven capabilities in customer acquisition, consumer engagement and customer loyalty.
MidOcean has maintained a longtime focus on the beauty sector as it believes the industry has many favorable characteristics, including strong industry growth, high gross margins, consumable product, strong free cash flow generation and robust exit opportunities. BH Cosmetics is a high growth color cosmetics brand with a strong direct-to-consumer and digital marketing business model which MidOcean believes has substantial opportunities for continued growth and expansion fueled by appropriate investments in people, infrastructure and marketing.
The investment in BH Cosmetics continues MidOcean’s legacy of partnering with founder-owned businesses with strong brand positioning in the consumer space.