EXCLUSIVE: Anonymous CPG Gets Wander Charm

Anonymous CPG is branching beyond individual care and into charm– and has actually begun its efforts with an acquisition.

Roam Charm, the brand name introduced by Lindsay Ellingson and Divya Gugnani in 2015, has actually been obtained by the owner of Hilo, Wile Women, Awkward Basics, Nakey and Ladybird Arrangements.

Regards to the offer were not revealed, though it is the biggest acquisition Nameless has actually done to date. Both Ellingson and Gugnani are remaining on with the brand name, with the latter assisting Anonymous determine possible acquisition targets as it seeks to stake its claim on charm.

Gugnani decreased to discuss the brand name’s sales however did state, “We’re growing, we pay and we remain in 2 of the most significant sectors in charm,” indicating its hero Luggage Claim eye masks as the leading seller.

The brand name obtains its name from its worth proposal, which is implied for minimalist and travel-friendly fundamentals. “The typical female invests 15 minutes on her charm regimen. The whole market has actually been so concentrated on informing you to purchase more and do more, and we’re accommodating the typical female,” Gugnani stated. “She’s time-starved, she’s on the go and our brand name resonates with her.”

The lion’s share of business originates from its site and Amazon, with other retail partners consisting of Nordstrom and Neiman Marcus.

” We need to scale our 2 most significant channels. We have actually discovered that our client actually purchases us on d-to-c and Amazon which’s where we have actually seen development and success,” Gugnani stated of the post-acquisition strategies. “We’re going to double down on those 2 locations.”

Via e-mail, cofounders Kate Herling and Albert Swantner stated, “Roam Charm represents precisely what we try to find in an acquisition: a brand name with strong principles, enthusiastic consumers and substantial development capacity. Their concentrate on vital, multitasking items that consumers regularly redeemed sets them apart in the congested charm area. We’re delighted to deal with Divya and the skilled Wander Charm group to speed up the brand name’s development while keeping its genuine connection with consumers.”

In addition to cofounding Wander, Gugnani has actually established Sephora-exclusive scent brand name 5Sens and cofounded equity capital fund Idea to Co.