With an impressive growth in recent years, Maria Nila’s 100% vegan, climate compensated and award-winning hair care products have expanded to all corners of Europe and U.S in just five years. By partnering with L Catterton, Maria Nila aims to accelerate this growth even further by expanding the brand, product portfolio and sales channels on a global level.
Marcus Wikström, the son of Maria Nila’s founders, will continue to lead the company and remain as CEO.
Expanding Further Across Key Markets
“At Maria Nila, we have always been driven by a single purpose – to provide the world with professional beauty in a friendly, curious, and honest way – and to do this responsibly and sustainably. As the second generation of a family-owned business, I am incredibly excited to partner with a firm who shares our commitment to these core values,” said Wikström. “This partnership will allow us to accelerate the development of our product portfolio and brand and expand even further across key European and U.S. markets.”
L Catterton has significant experience investing globally in beauty and fashion brands. Current and past investments in the space include, GANNI, Elemis, The Honest Company, bliss, Etro, Beauty Industry Group and TULA, among many others. This partnership will allow Maria Nila to leverage L Catterton’s deep investment expertise, category knowledge, consumer insights, and strategic relationships in the beauty sector.
“Maria Nila represents a compelling opportunity to partner with a truly sustainable and vegan brand in the beauty space,” said Luigi Feola, a Managing Partner in L Catterton’s Europe Fund. “As the #1 professional haircare brand in Sweden with a strong consumer following, the growth potential for Maria Nila is significant. We believe there is meaningful whitespace to accelerate global expansion and increase share in underpenetrated categories by leveraging the brand’s successful go-to-market strategy and differentiated brand proposition.
“We look forward to partnering with the entire Maria Nila team to support the Company’s growth and build on the brand’s authentic values, which strongly resonate with stylists and consumers alike.”