Monogram Capital Partners acquires majority stake in Tru Fragrance & Beauty

Monogram Capital Partners, a Los Angeles-based private equity firm that invests in consumer brands and services companies, has acquired a majority stake in Tru Fragrance & Beauty.

The company's investment will help accelerate Tru's growth and scale, support expanded distribution in the U.S., Canada, the U.K., Europe and beyond, launch new brands and licensing relationships, bring synergistic brand marketing and operational resources, and promote an ongoing focus on talent development and complementary acquisitions.

Tru Fragrance & Beauty has a portfolio of fragrance lifestyle brands, including Le Monde Gourmand, which recently launched at Ulta Beauty, as well as ASOS and Lake & Skye."Our partnership with Monogram is not a pinnacle, but a further advancement of our vision and mission, affirming our talent-driven culture and positioning us for even greater success," said Monte Henige, Tru Executive Chairman.

"Monogram’s expertise in identifying and developing innovative consumer brands supports our approach to delivering best-in-class consumer experiences in fragrance and beauty. We look forward to building our platform by accelerating its growth. Leveraging Monogram's deep experience across key sectors to launch private labels, launch new brands and increase strategic acquisitions." Tru CEO Eric Bilenko added.

Oliver Nordlinger, co-founder and partner at Monogram, said: "We are extremely excited to partner with Monte, Eric, and the rest of the Tru team to build on their impressive momentum. We believe what sets Tru apart is not just its ability to identify and build its brand around white space opportunities, but also around agile and complex global supply chains and a superior company culture. Whether by expanding distribution of existing brands, launching new owned or licensed brands, or making strategic brand acquisitions, we expect Tru's growth to only accelerate from here."