Alliance Consumer Growth snaps up minority stake in SuperOrdinary

THE WHAT? Alliance Consumer Growth has completed a minority equity investment in SuperOrdinary. ACG was joined by existing investor Puig in this round of financing.

THE DETAILS The fast-growing brand management and distribution company that works with beauty brands looking to enter the Chinese market counts the likes of Drunk Elephant, The Ordinary, OUAI and Milk Makeup among its clients.

THE WHY? With China’s beauty market expected to double in size over the next five years, the investment will enable SuperOrdinary to further accelerate the growth of its portfolio of global beauty brands in the Chinese market and explore compatible activities. Julian Steinberg, Managing Partner at ACG, explains, “When brands look to select a partner for the Chinese market, it’s critical to find a group that understands the market intricately, and that has strong brand-building DNA. Julian Reis and the SuperOrdinary team have established themselves as the leading partner high-growth beauty brands can trust to adapt their brand for success in the Chinese market.”

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