MidOcean Partners has announced it has acquired the digitally native color cosmetics brand, BH Cosmetics — and its founders will retain a significant ownership stake in the company.

MidOcean Partners is a middle market private equity firm focused on consumer and business services. The company also owns IMAGE Skincare.

MidOcean’s investment will be used to drive BH’s continued growth and expansion. BH Cosmetics launched in 2009 in Los Angeles, and is a direct-to-consumer color cosmetics brand focused on Millennials and Generation Z. Its products include cosmetics for the face, lips, eyes, brows— plus, brushes and accessories.

BH has a worldwide social media following across multiple platforms and utilizes a deep influencer network to drive brand awareness and customer acquisition. The company has developed an advanced e-commerce platform with proven capabilities in customer acquisition, consumer engagement and customer loyalty.

BH will continue to be led by founders Fred Sadovskiy, CEO, Kirill Trachtenberg, chief strategy officer, and Robert Sefaradi, COO, under whose leadership the company has grown into an internationally-recognized color cosmetics brand.

Sadovskiy commented, “We are very excited to begin our partnership…MidOcean has tremendous resources and experience building branded consumer products platforms and has a proven track record of helping take founder-led consumer businesses to the next level.”

Trachtenberg added, “BH was launched in 2009 with a focus on eye palettes and has since developed a full suite of cosmetics with high quality products at value price points. The partnership with MidOcean will enable us to dedicate additional resources to key areas of our business including innovation and product development, marketing and branding and customer service.”

Photo: BH Cosmetics’ 88 Matte – Eighty Eight Color Eyeshadow Palette