Seaweed Bath Co. Acquires Andalou Naturals and Mineral Fusion, Expanding Natural Beauty Portfolio

Seaweed Bath Co., the original ocean-inspired natural beauty brand, has announced the acquisition of Andalou Naturals and Mineral Fusion, marking a significant expansion in the natural beauty industry. The integration of these brands promises to enhance product development and operational efficiencies, benefiting both retail partners and consumers.

According to Allison Grossman, Co-Founder of Seaweed Bath Co., the company has long admired Andalou Naturals and Mineral Fusion. “We have admired Andalou Naturals and Mineral Fusion for a long time, and we are thrilled to bring together the resources, knowledge and extensive experience of the teams,” Grossman said.

Mineral Fusion, a leading natural cosmetic brand, and Andalou Naturals, known for its innovative natural skincare products, will join Seaweed Bath Co.’s range of body, hair, and sun care products. This merger is seen as a unique opportunity to streamline product development and increase operational efficiencies.

Tim Schaeffer, Chief Executive Officer of Seaweed Bath Co., expressed enthusiasm about the acquisitions. “Our team is very excited to welcome Andalou Naturals and Mineral Fusion to the Seaweed Bath Co. family,” Schaeffer said. “These acquisitions are our first step in creating a best-in-class natural beauty platform that leverages scale to drive product and sustainability innovation as well as serve the evolving needs of both retail partners and consumers.”

The acquisition was financially supported by Natureza Growth Partners, a leading consumer growth equity firm. As part of the transaction, Natureza’s Managing Partner Collin Eckles will join the Seaweed Bath Co. Board of Directors, and Managing Partner Fernando Gentil Jr. will serve as Chairman of the Board.

KPMG Corporate Finance LLC acted as the financial advisor for the sale, while legal support was provided by Polsinelli.

Founded in 2010, Seaweed Bath Co. has been inspired by the benefits of seaweed, offering products that nourish and restore skin and hair. The brand supports ocean conservation through partnerships with marine mammal rescue and rehabilitation organizations. For more information, visit seaweedbathco.com.

Andalou Naturals, a pioneer in the natural beauty industry, employs Fruit Stem Cell Science® to enhance skin’s natural radiance using plant-based ingredients. The brand is committed to eco-friendly practices and cruelty-free standards, empowering women through its formulations. More details can be found at andalou.com.

Mineral Fusion, established in 2007, focuses on developing products that fuse beauty and skincare, aiming to correct flaws rather than just cover them. The brand is the #1 cosmetic brand at natural retailers and is committed to clean, hypoallergenic, and cruelty-free products. Learn more at mineralfusion.com.