Naturals will still rule consumer hearts: L Catterton invests in Japan’s Etvos

Naturals will still rule consumer hearts: L Catterton invests in Japan’s Etvos

THE WHAT? L Catterton’s Asia fund has announced a ‘significant investment’ in Japanese natural cosmetic brand Etvos.

THE DETAILS The consumer-focused private equity firm, which has a strategic relationship with LVMH and Groupe Arnault, will partner with Etvos’ existing management team to bolster the company’s growth through strategic initiatives, which include new store openings and enhanced consumer experience.

“This investment is a testament to the tremendous efforts and hard work of the ETVOS team and we are pleased to partner with L Catterton as we accelerate our growth,” said Hifumi Ogawa, ETVOS Chief Executive Officer. “With global resources and a local focus, L Catterton has a deep understanding of the Asian consumer and a strong track record of partnering with leading cosmetics companies. Since the Company’s inception, our corporate philosophy has remained consistent and as we enter this next phase of growth it was important that we find a partner who is aligned with our mission. We look forward to leveraging L Catterton’s unmatched sector expertise and wide network of industry contacts as we expand our retail footprint, enhance the customer experience, and further expand our high-quality product portfolio.”

THE WHY? With the natural cosmetics market enjoying considerable growth (at least in the pre-COVID-19 world at any rate), it follows that the mineral make-up brand has high growth potential. L Catterton is clearly confident that this will be the case post-lockdown too.