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Private Equity Firm Invests in Paula's Choice

Posted: December 4, 2012

California-based private equity firm Bertram Capital announced its investment in Paula's Choice, a growing skin care and cosmetics company with distribution in 50 countries around the world. Paula's Choice is known for its unique content-driven e-commerce platform offering proprietary products, extensive skin care research, and reviews of more than 45,000 products from other brands. Founder Paula Begoun has grown the company from a single book, Don't Go to the Cosmetics Counter Without Me, to a popular online resource for skin care and makeup products and advice, and Begoun will continue to play an role as the company's founding shareholder and CEO.

"We were approached by a number of firms over the past year and were looking for a financial and strategic partner that shared our vision and enthusiasm for the Paula's Choice brand," said Begoun. "We were impressed with Bertram Capital's unparalleled ability to leverage their own technology team, as well as their commitment to build the brand responsibly. This partnership will enable us to reinvest in our business so we can continue to pursue our mission to help consumers around the world take brilliant care of their skin. We are excited to join forces with the Bertram Capital team as we move forward in the evolution of our company and brand."

"Paula and her team have built an impressive organization around a brand that stands for excellence and efficacy, and have differentiated themselves in a highly competitive consumer category," said Jeff Drazan, Bertram Capital's managing partner. "We are honored that Paula selected Bertram Capital as her partner to further build Paula's Choice as both a brand and a premier online destination."