Norwest Venture Partners invests in Acne Skincare Brand Face Reality – WWD

Norwest Venture Partners enters acne care.

The San Francisco-based investment firm has made a majority investment in Face Reality Skincare for an undisclosed amount.

Face Reality was founded by esthetician Laura Cooksey and Patrick Romani in 2005, with the goal of treating customers with acne throughout the San Francisco Bay Area.

The company’s products and protocols are customized based on each client’s acne type, severity and skin type, and Face Reality works with 3,000 licensed estheticians across the United States, who receive training and become certified in the company’s practices for the treatment of acne. She also has her own clinic in San Francisco.

“Our partnership with Norwest allows us to increase support from our current channels, especially for our beauticians, and at the same time continue to deliver the innovative new products that our customers love,” said Jeremy Soine, CEO of Face. . Reality, who will remain in the role he has held since 2020.

As part of the terms of the investment, Sonya Brown, Norwest’s general partner and co-head of the company’s equity growth team, will join the board. She has a background in beauty, having previously invested in companies such as Physician’s Formula, Maëlys, Madison Reed and PCA Skin.

“Face Reality’s highly personalized, protocol-based approach sets them apart from others in the industry,” Brown said. “Face Reality has experienced phenomenal growth over the past two years, expanding its community of beauticians and tripling its revenue. We look forward to supporting Jeremy and the team as they continue to grow and serve more customers.

In the long term, she would like to see Face Reality grow more in the United States and eventually expand internationally.

Commenting on the deal, Cooksey, who was inspired to start the business after finding a beautician who helped her achieve clear skin, said: “With Jeremy as CEO since 2020, we have been able to bring my vision of successful partnership with beauticians and empowering our community to life. Jeremy and his team taking this step with Norwest gives me great confidence and optimism about what lies ahead for Face Reality.

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