Naomi Watts' Stripes Beauty healthy aging brand, which originally incubated with Amyris, has been acquired by L Catterton, a frequent investor in the beauty space. Concurrent with the deal, Stripes Beauty will be led by L Catterton executive chair Debra Perelman (former Revlon CEO) and president Cara Kamenev (former L'Oreal executive). Here's what we know about what's next for the brand.
Naomi Watts' Stripes Beauty healthy aging brand, which originally incubated with Amyris, has been acquired by L Catterton, a frequent investor in the beauty space. Concurrent with the deal, Stripes Beauty will be led by L Catterton executive chair Debra Perelman (former Revlon CEO) and president Cara Kamenev (former L'Oreal executive). Here's what we know about what's next for the brand.
Stripes Beauty's Growth Strategy
Stripes Beauty was formed in 2022 and is focused on products specifically formulated for menopausal women, a sector that has received increasing attention as Gen X consumers age into the category.
The brand, which retails via its own e-commerce and on Amazon, is set to grow domestically and internationally, driven by marketing investments and team expansion, as well as developing an innovation pipeline "in the attainable luxury channel," per an official announcement.
Its retail reach will expand to QVC and the Canadian market later in 2024.
First up on the product front, Stripes Beauty will expand into sleep support with The Dream Date, a supplement featuring melatonin, magnesium and red clover.
The launch is in line with recent consumer research.
"As consumers become more aware of the link between sleep and beauty, products positioned at the intersection of the two are expected to grow in demand," said Kline's Corrine Maier in a recent briefing. "Therefore, beauty marketers should continue to prioritize research and development in this area, creating innovative solutions that not only enhance sleep quality but also promote skin health and overall well-being."
Investing in Care for Menopausal Consumers
"This is an exciting moment for Stripes Beauty, and I'm grateful to L Catterton for believing in our brand and sharing our vision of supporting women in menopause," said Watts. "Stripes Beauty's mission, products, and community are deeply meaningful to me, and I'm thrilled to partner with L Catterton, who is also dedicated to providing solutions to this underserved community."
"As consumer-focused investors, we have followed the success of Stripes Beauty and believe in their mission to develop a community of support for women as they age," said Whitney Casey, who led the deal for L Catterton. "We are proud to invest in women and contribute to developing a health platform to address the full range of women's unique lifestyle needs. Led by a team of strong industry experts, we will nurture and grow the Stripes Beauty brand, its community, and consumer loyalty."
