Which pet, baby, beauty and personal care brands are owned by private equity?
63 pet, baby, beauty and personal care brands and who owns them. 35 are PE-backed or lender-controlled.
When a private-equity firm buys a brand, the name, logo and website usually stay the same. Here’s who owns the brands people shop for, with a source for every label. Labels describe ownership, not product quality. With the PE or Not? Chrome extension, click the icon on a brand’s own website to see who owns it.
| Brand | Label | Owner / backers | Since |
|---|---|---|---|
| aden + anais baby | PE-backed | Aden & Anais, Inc. Transom Capital Group | 2023 |
| Anastasia Beverly Hills cosmetics | PE-backed | Anastasia Beverly Hills TPG | 2018 |
| bareMinerals cosmetics | PE-backed | Orveon Global Advent International | 2021 |
| Boppy baby | PE-backed | The Boppy Company Investindustrial | 2016 |
| Briogeo hair care | PE-backed | The Wella Company KKR | 2022 |
| Bugaboo baby | PE-backed | Bugaboo Group Mubadala Capital; Bain Capital | 2024 |
| BUXOM cosmetics | PE-backed | Orveon Global Advent International | 2021 |
| Canidae pet food | PE-backed | Ethos Pet Brands L Catterton; Nexus Capital Management | 2023 |
| Chewy pet retail | PE-backed | Chewy, Inc. BC Partners | 2017 |
| Clairol hair color | PE-backed | The Wella Company KKR | 2020 |
| Conair hair tools | PE-backed | Conair American Securities | 2021 |
| Dollar Shave Club shaving | PE-backed | Dollar Shave Club Nexus Capital Management | 2023 |
| Ergobaby baby | PE-backed | The Ergo Baby Carrier, Inc. Highlander Partners | 2024 |
| ghd hair tools | PE-backed | The Wella Company KKR | 2020 |
| HALO baby | PE-backed | Aden & Anais, Inc. Transom Capital Group | 2023 |
| Hanna Andersson kids apparel | PE-backed | Hanna Andersson L Catterton | 2016 |
| Jarrow Formulas supplements | PE-backed | Vytalogy Wellness New Mountain Capital | 2020 |
| KIKO Milano cosmetics | PE-backed | KIKO S.p.A. L Catterton | 2024 |
| Laura Mercier cosmetics | PE-backed | Orveon Global Advent International | 2021 |
| Milani cosmetics | PE-backed | Milani Cosmetics Gryphon Investors | 2018 |
| Mommy's Bliss baby | PE-backed | Mommy's Bliss Swander Pace Capital | 2021 |
| Natrol supplements | PE-backed | Vytalogy Wellness New Mountain Capital | 2020 |
| Natural Balance pet food | PE-backed | Ethos Pet Brands Nexus Capital Management; L Catterton | 2020 |
| OPI nail care | PE-backed | The Wella Company KKR | 2020 |
| PetArmor pet supplies | PE-backed | PetIQ Bansk Group | 2024 |
| Petco pet retail | PE-backed | Petco Health and Wellness Company, Inc. CVC Capital Partners; CPP Investments | 2015 |
| PetSmart pet retail | PE-backed | PetSmart BC Partners; Apollo | 2015 |
| RoC skincare | PE-backed | RoC Skincare Bridgepoint | 2024 |
| Supergoop! sunscreen | PE-backed | Supergoop Blackstone | 2021 |
| Swanson vitamins and supplements | PE-backed | Swanson Health Products Swander Pace Capital | 2016 |
| The Vitamin Shoppe supplement retail | PE-backed | The Vitamin Shoppe Kingswood Capital Management; Performance Investment Partners | 2025 |
| Wellness pet food | PE-backed | Wellness Pet Company Clearlake Capital Group | 2020 |
| Whimzees pet treats | PE-backed | Wellness Pet Company Clearlake Capital Group | 2020 |
| Pet Supplies Plus pet retail | PE-backed, now lender-controlled | Fusion Parent LLC Former Franchise Group first-lien lenders (not individually named in sources) | 2025 |
| Petmate pet supplies | PE-backed, now lender-controlled | Petmate (Doskocil Manufacturing Company) Lender group including Gamut Capital Management | 2024 |
| ACANA pet food | Not PE, corporate-owned | Champion Petfoods | 2023 |
| Aveda hair care | Not PE, corporate-owned | The Estée Lauder Companies Inc. | |
| Blue Buffalo pet food | Not PE, corporate-owned | General Mills, Inc. | |
| Burt's Bees personal care | Not PE, corporate-owned | The Clorox Company | |
| Cetaphil skincare | Not PE, corporate-owned | Galderma Group AG | |
| Differin acne care | Not PE, corporate-owned | Galderma Group AG | |
| Elizabeth Arden beauty and fragrance | Not PE, corporate-owned | Revlon Group Glendon Capital Management; King Street Capital Management; Angelo Gordon; Oak Hill Advisors | 2023 |
| Hill's Science Diet pet food | Not PE, corporate-owned | Hill's Pet Nutrition | |
| Melissa & Doug toys | Not PE, corporate-owned | Spin Master Corp. | 2024 |
| Nature Made vitamins | Not PE, corporate-owned | Pharmavite LLC | |
| Nature's Bounty supplements | Not PE, corporate-owned | Nestle Health Science | |
| Nuun hydration supplements | Not PE, corporate-owned | Nestle Health Science | |
| OLAPLEX hair care | Not PE, corporate-owned | Henkel AG & Co. KGaA | 2026 |
| ORIJEN pet food | Not PE, corporate-owned | Champion Petfoods | 2023 |
| Paula's Choice skincare | Not PE, corporate-owned | Unilever PLC | 2021 |
| PetMeds pet pharmacy | Not PE, corporate-owned | PetMed Express, Inc. | |
| Purina pet food | Not PE, corporate-owned | Nestlé Purina PetCare | |
| Puritan's Pride supplements | Not PE, corporate-owned | Nestle Health Science | |
| Revlon cosmetics | Not PE, corporate-owned | Revlon Group Glendon Capital Management; King Street Capital Management; Angelo Gordon; Oak Hill Advisors | 2023 |
| Solgar supplements | Not PE, corporate-owned | Nestle Health Science | |
| The Ordinary skincare | Not PE, corporate-owned | DECIEM | |
| Thorne supplements | Not PE, corporate-owned | The Procter & Gamble Company | 2026 |
| Dr. Bronner's soap and personal care | No known PE ties | Dr. Bronner's | |
| Fromm pet food | No known PE ties | Fromm Family Foods | 1904 |
| Huda Beauty cosmetics | No known PE ties | Huda Beauty | 2025 |
| NOW Foods supplements | No known PE ties | NOW Health Group, Inc. | 1968 |
| Paul Mitchell hair care | No known PE ties | John Paul Mitchell Systems | 1980 |
| Taste of the Wild pet food | No known PE ties | Diamond Pet Foods (Schell & Kampeter, Inc.) | 2007 |
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