The American clean beauty brand is being acquired by Dallas based private equity firm Highlander. Founded by makeup artist Rose-Marie Swift in 2009, the brand was self-funded and profitable, the company said in a statement announcing the acquisition.

Swift is known for her work with clients like Gisele Bündchen, and her brand was one of the first natural beauty lines. It is known for its coconut oil products like the “Un” cover-up foundation concealer. The brand is distributed globally and counts Sephora and Space NK as retail partners.

Olsen, who joined Highlander as a managing director in 2019, has an extensive history in beauty retail. He founded and sold an e-commerce platform to Dermstore in 2009, where he stayed until he left to launch the beauty category at Net-a-Porter. Most recently, he was the chief executive officer of prestige beauty retailer Cos Bar.

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