Rising skin care brand Facetheory nets £10m in funding from private equity firm Active Partners

By Becky Bargh | Published: 6-Dec-2021

British digital-native is first beauty business backed by the Leon investor, which was attracted by its revenue growth and targeted formulas

Facetheory, a British beauty brand based in South Yorkshire, has raised £10m in funding from Active Partners – a first in the personal care sector for the London-based private equity firm.

The Series A funds will be injected into the DTC skin care brand’s market growth and research projects, as well as a recruitment drive.

Founded in 2014 by Jamie Shuker, Facetheory markets itself as a ‘clean’ brand that uses natural formulas, which are sold at an affordable price point.

Its personalised portfolio helps customers to build their own routine with simple-step skin care.

Included in its product portfolio are targeted skin care skus for skin care concerns and specific actives.

Over the last three years, the business has seen impressive revenue growth from £2m to £15m.

“I founded Facetheory on the belief that consumers deserved better for their skin: better ingredients, better results and better prices,” said Shuker, also the brand’s CEO.

“It’s been an incredible journey to date, and I’m so proud of the amazing community we have built so far from our home in South Yorkshire.

“I couldn’t be more excited to have Active Partners on board for this next phase of growth, and their deep expertise and experience in building exceptional, ethical consumer brands will be invaluable as we look to further build out our brilliant team and bring Facetheory’s products to a global audience.”

Active Partners also invests in food chains Leon and Honest Burger, as well as members’ club Soho House and jewellery company Taylor & Hart.

Janice Cargo, an Investor at Active Partners, added: “Today’s consumers don’t just want great skin care products, they want great skin care products that are ‘clean’, natural and that don’t cost the earth.

“Jamie recognised this and the team has designed the most exceptional range of innovation, ingredient-led, natural products that consumers genuinely love.

“The brand’s impressive track record and high repeat purchases rates speak for themselves, and this is truly one of the UK’s most exciting and fast-growing direct-to-consumer skin care brands.”

In the last year Facetheory has recorded more than 350,000 active customers and currently employs a team of 60 people.

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