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AUA Private Equity Establishes Profectus Beauty, LLC Targeting Personal Care, Beauty and Wellness Sectors

WEST PALM BEACH, Fla. (June 23, 2021) – AUA Private Equity Partners, LLC (“AUA Private Equity”), a leading consumer private equity firm focused on investing in Hispanic-oriented companies and/or family-owned businesses in the consumer products and consumer services sector is pleased to announce the establishment of Profectus Beauty, LLC (“Profectus Beauty,”or the “Company”).

Profectus Beauty will seek to invest in hair care, skin care and other personal care brands that market and develop products focused on improving wellness and targeting anti-aging sentiment. Profectus Beauty’s first investment was the acquisition of a brand of women’s haircare solutions offering a line of topical solutions, supplements, shampoos, conditioners, sprays, and other cosmetics.

Steven Flyer, Partner of AUA Private Equity, stated: “We have been analyzing the personal care and wellness segment for a number of years. Given the aging demographics in the U.S., alongside the continued interest and demand across all age groups for products that can enhance and volumize hair and improve skin tone and complexion, we believe that Profectus Beauty is well-positioned to expand in this growing segment.”

Ari David, Vice President of AUA Private Equity, added, “Our initial acquisition of a line of products designed to support women’s hair health through a regimen of supplements, topical solutions, and other products will allow us to expand into adjacent personal care and anti-aging segments. We expect to see significant growth from the Company’s core product line as well as from new products that help customers address complementary beauty and wellness goals.”

Profectus Beauty is AUA Private Equity’s first investment platform in the personal care and beauty sector. The Company will seek to invest in brands with at least $1mm of EBITDA that manufacture, distribute and/or market products in the hair care, skin care and wellness sectors.

The transaction was led by Partner Steven Flyer, Vice President Ari David, and Analyst Trip Ewig on behalf of AUA Private Equity. Legal advice was provided by McDermott Will & Emery, and McKinsey & Co. provided strategic and industry consulting for AUA Private Equity.

About AUA Private Equity Partners, LLC

AUA Private Equity Partners is an operationally focused, lower middle-market investment firm providing strategic capital to companies in the consumer products and consumer services sectors with a particular focus on family-owned businesses or companies benefiting from the growth of the U.S. Hispanic population. AUA Private Equity makes equity investments of $20 to $75 million in companies that generate in excess of $5 million in EBITDA. For more information on AUA Private Equity Partners, please visit


AUA Private Equity Partners

John Moore


Disclosure: This document should not be construed as an offer to sell or a solicitation of an offer to buy any securities or investment advisory services and are intended for informational purposes only. Any offer will be made solely pursuant to a Private Placement Memorandum and Subscription Agreement (“Offering Documents”) to qualified offerees. This document in whole or in part will not form the basis of and should not be relied upon in connection with any investment in any fund. To the extent that statements made in this document summarize provisions of the Offering Documents, they are qualified in their entirety by the terms of such Offering Documents. A copy of the Offering Documents must be reviewed and accepted prior to making a decision to invest in any fund. An investment in any fund may result in loss to an investor. Interests in AUA’s private funds are not offered or sold in any jurisdiction in which such offer, solicitation or sale would be unlawful, until the requirements of the laws of such jurisdiction have been satisfied.