Science, not sex appeal, is the beauty industry’s strongest selling point today.
That’s the conclusion Kline & Company. is drawing in a new report listing 20 likely indie beauty acquisition targets across skincare, makeup, haircare, fragrance, body care and sun care, with at least nine being science-centered, expert-led and professional beauty brands.
Ourself and 111Skin, brands either started by professionals or rooted in scientific technology, are identified as the first and third most likely to transact, according to the report. Haircare brand Crown Affair is number two, followed by makeup and body brands Tower 28 and Salt & Stone in the fourth and fifth spots. Other brands named in the report include Angela Caglia, Augustinus Bader, Plated, Dr. Diamond’s Metacine, Hydrinity and Nutrire.
Kline explains the brands in the report stand out for their strong positioning, unique innovation pipelines, above‑category growth trajectories, social media buzz and balanced channel strategies that are scalable both online and offline. Its analysis has already proven prescient. One of the 20 beauty companies in the report, skincare and sun protection brand Colorscience, was acquired by private equity firm RoundTable Healthcare Partners for an undisclosed amount earlier this month.
Beauty deal volume fell 6.7% during the first nine months of last year, according to estimates from investment bank Capstone Partners, even as several blockbuster acquisitions, notably E.l.f. Beauty’s purchase of Rhode, Church & Dwight’s pickup of Touchland and L’Oréal’s acquisitions of Color Wow, Medik8 and Kering Beauté assets, showed continued appetite for high-growth assets. Industry insiders now anticipate dealmaking to pick up again, albeit selectively.
In a disciplined deal environment, profitable and differentiated brands are expected to command premium valuations, particularly those able to demonstrate clinical credibility, proprietary technology and professional authority. As conglomerates streamline portfolios and private equity firms prioritize durable growth over rapid scale, science-led positioning is viewed as emblematic of defensibility rather than marketing.
Ahead, we outline the five brands Kline highlights as the most likely acquisition targets, followed by the remaining companies grouped by category with funding information from PitchBook.
Top Five Targets
Ourself
- Founded: 2022
- Category: Skincare
- Positioning: Biotechnology-driven luxury skincare brand developed by beauty and aesthetics company Glo Pharma that bridges the gap between daily skincare and in-office dermatological procedures.
- Bestseller: Advanced Regenerative Serum
- Price range: $45 to $230
- Distribution: DTC, Violet Grey, Nordstrom and Bluemercury
- Funding: $70.3 million
- Select investors: Cleo Capital, Great Oaks Venture Capital, Habitat Partners, Lightspeed Venture Partners and Mesa Verde Venture Partners
Crown Affair
- Founded: 2020
- Category: Haircare
- Positioning: Prestige haircare brand that blends clean formulas with minimalist, luxurious tools.
- Bestsellers: The Towel, The Texturizing Air Dry Mousse and The Leave-In Conditioner
- Price range: $22 to $58
- Distribution: Sephora
- Funding: $23.1 million
- Select investors: Amberstone, Selva Ventures, True Beauty Ventures, LB Equity and Rose Street Capital
111Skin
- Founded: 2012
- Category: Skincare
- Positioning: Plastic surgeon-founded luxury skincare brand specializing in post-procedure products.
- Bestsellers: Repair Serum NAC Y², Celestial Black Diamond Lifting And Firming Face Mask and Cryo Revitalizing Moisturizer
- Price range: $32 to $650
- Distribution: Harrods, Saks Fifth Avenue, Violet Grey and Holt Renfrew
- Funding: $15.7 million
- Select investors: SKKY Partners and Vaultier7.
Tower 28
- Founded: 2019
- Category: Makeup
- Positioning: Clean, affordable prestige color brand tailored specifically for sensitive skin.
- Bestsellers: SOS Rescue Spray, Swipe Serum Concealer and MakeWaves Mascara
- Price range: $15 to $50
- Distribution: Sephora and Mecca
- Funding: $29.2 million
- Select investors: Prelude Growth Partners and Concept to Co.
Salt & Stone
- Founded: 2017
- Category: Body care and sun care
- Positioning: Premium body and deodorant brand that specializes in clean products for the active, wellness-conscious consumer.
- Bestsellers: Extra Strength Deodorant in Santal & Vetiver, Body Wash in Bergamot & Hinoki and Body Mist in Santal & Vetiver
- Price range: $20 to $120
- Distribution: DTC, Amazon and Sephora
- Funding: $54 million
- Investor: Humble Growth
Skincare
Angela Caglia
- Founded: 2017
- Positioning: Celebrity facialist-led luxury skincare brand powered by human stem cell technology.
- Bestseller: Cell Forté Serum
- Price range: $150 to $325
- Distribution: Bluemercury, Bloomingdale’s, Nordstrom, Revolve, Violet Grey and Saks Fifth Avenue
- Funding: $4.45 million
- Investor: Former Sephora CEO Martin Brok
Augustinus Bader
- Founded: 2018
- Positioning: Science-backed luxury skincare brand centered on patented TFC8® complex that aims to reduce signs of aging and damage.
- Bestsellers: The Cream, The Rich Cream and The Vitamin C Serum
- Price range: $99 to $565
- Distribution: Sephora, Violet Grey, Nordstrom, Harrods and Neiman Marcus
- Funding: $70.4 million
- Select investors: General Atlantic and Impala Group
Dr. Diamond’s Metacine
- Founded: 2023
- Positioning: Luxury skincare brand launched by Beverly Hills plastic surgeon Jason Diamond that utilizes bio-identical growth factors to stimulate the skin.
- Bestseller: InstaFacial Duo Plasma + Emulsion
- Price range: $110 to $875
- Distribution: DTC
- Funding: Self-funded
Hydrinity
- Founded: 2022
- Positioning: Professional skincare line powered by proprietary hyaluronic acid and peptide complex.
- Bestsellers: Restorative HA Serum and Prelude Facial Treatment Cleanser
- Price range: $24 to $180
- Distribution: Medical offices and spas
- Funding: $1.8 million
Plated
- Founded: 2022
- Positioning: Professional skincare brand developed by Rion Aesthetics that utilizes human platelet-derived exosomes to stimulate the skin’s natural repair functions.
- Bestseller: Intense Serum
- Price range: $138 to $380
- Distribution: Spas and medical offices
Typology
- Founded: 2019
- Positioning: Minimalist French makeup and skincare brand focused on fewer ingredients, formula transparency and skin-like finishes.
- Bestsellers: Tinted Serum Vitamin C + Aloe Vera and Tinted Concealer 2% Caffeine + Cornflower Hydrolate
- Price range: $30 to $90
- Distribution: DTC
- Funding: $27.4 million
- Select investors: Singular, Alven Capital Partners, Daphni, Firstminute Capital and Jaina Capital
Makeup
Ciele Cosmetics
- Founded: 2023
- Positioning: Prestige makeup artist-led brand that specializes in acne-safe and SPF-infused color products.
- Bestsellers: Tint & Protect SPF 50+ and Blush & Protect SPF 50+
- Price range: $38 to $44
- Distribution: Sephora
- Investors: Sonoma Brand Capital and GG 1978
DIBS Beauty
- Founded: 2021
- Positioning: Prestige makeup brand centered on easy-to-use, multi-functional stick color products.
- Bestsellers: Desert Island Blush & Bronzer Duo, Duet Baked Bronzer, Double Standard Primer & Mascara Duo
- Price range: $19 to $64
- Distribution: Ulta
- Funding: $9.6 million
- Select investors: Great Oaks Venture Capital, Landis Capital and L Catterton
Haircare
Divi
- Founded: 2021
- Positioning: Prestige scalp health and haircare brand focused on treating hair thinning, shedding and loss.
- Bestsellers: 100ml Scalp Serum, Whipped Repair Treatment Mask and Air Dry Cream
- Price range: $16 to $48
- Distribution: Target and Ulta
- Funding: $35 million
- Select investors: Norwest and Innovate UK
Gisou
- Founded: 2015
- Positioning: Accessible prestige haircare brand that specializes in natural, sustainably sourced, bee-derived ingredients.
- Bestsellers: Honey Infused Hair Oil
- Price range: $15 to $80
- Distribution: Sephora
- Select investors: Eurazeo and Vaultier7
Nutrire
- Founded: 2024
- Positioning: Professional haircare brand developed by Tricoci Salon & Spa that treats hair health by prioritizing the scalp.
- Bestsellers: T.1 Day Nourishing Scalp Serum and T.2 Night Restoring Scalp Serum
- Price range: $36 to $68
- Distribution: DTC and salons
Fragrance
Octavia Morgan
- Founded: 2022
- Positioning: Luxury, clean and gender-neutral fragrance brand that specializes in scents formulated for sensitive skin.
- Bestsellers: Dark Rose EDP, Midnight Orchard EDP and L’Affaire EDP
- Price range: $45 to $150
- Distribution: Ulta
- Funding: Ulta’s Muse Accelerator Program
Body And Sun Care
Maëlys
- Founded: 2017
- Positioning: Bodycare brand focused on clinically proven, shape and lift solutions for targeted body areas.
- Bestsellers: B-Flat Belly Firming Cream, B-Tight Lift & Firm Booty Mask and Get-Dreamy Overnight Toning Body Whip
- Price range: $20 to $230
- Distribution: DTC, Ulta and Shoppers Drug Mart
- Funding: $30 million
- Select investors: Barinboim Group, Leumi Partners and Norwest
Vacation
- Founded: 2021
- Positioning: Premium sunscreen brand that leans into retro aesthetics and unique formats to differentiate itself from legacy SPF brands.
- Bestsellers: Classic Whip SPF 30, Orange Gelée SPF 30 and Vacation Eau de Toilette
- Price range: $14 to $60
- Distribution: Ulta, Target, Costco, Nordstrom and Bluemercury
- Funding: $11.2 million
- Select investors: Silas Capital, True Beauty Ventures, BFG Partners and Sonoma Brands
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This story was updated on Feb. 27 to reflect that Crown Affair is the second beauty brand most likely to transact, according to Kline’s report, not Plated.
