Makeup By Mario Completes $40 Million Minority Growth Investment

Makeup by Mario, an artist-driven color cosmetics brand founded by Mario Dedivanovic, has completed a $40 million minority growth investment from Provenance and Silas Capital.

About Make by Mario

Launched in October 2020, Makeup by Mario was founded by Mario Dedivanovic, a popular makeup artist for her pioneering makeup techniques. With a client roster that includes celebrities, dignitaries, royalty and world leaders, Mario has worked with some of the most iconic faces of the past two decades. Mario is also a trusted leader in arts education, sharing his trade secrets through his educational platform The Masterclass.

Today, the company sells a range of prestige color cosmetics exclusively through Sephora and its own website. Makeup by Mario recently launched its first foundation line, Surreal Skin Foundation. This foundation is a breathable, luminous foundation with customizable, long-lasting coverage.

“We are at an important milestone in our company’s growth and were looking for the right financial partner to guide us on the next step in that journey. It is about building a legacy that we can be proud of, based on the principles of beauty.

Alicia Valencia, Global President of Make-Up by Mario, said: “We couldn’t be more excited to leverage her Provenance capabilities within the e-commerce channel, along with her past success within the color cosmetics category, to further expand the brand’s trajectory.”

Expansion plan

The investment will allow Makeup by Mario to further accelerate product assortment expansion at Sephora in North America and internationally, augment its existing management team, and significantly grow its direct-to-consumer business. increase.

“We are very excited to partner with Mario and Alicia,” said Provenance partner Paula Sutter, who serves on the company’s board of directors. “They have already built a phenomenal brand and we are honored to be managing their growth thoughtfully going forward.”

Silas Capital partner Brian Thorne said: With Mario’s award-winning innovative products, unmatched social media reach, and true artistic authority, we are confident that this makeup his artist-driven brand can become the clear leader in the cosmetics category. I’m here. ”

Makeup by Mario was advised by Threadstone Partners LP and Cooley LLP, and Provenance was advised by Perkins Coie LLP.

related news

Mario Makeup was recently named Traackr’s Top 50 Best Performing Beauty Brands for October 2022.

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