Natural & organic personal care company Kiss My Face received a growth capital investment in November from Los Angeles-based Caltius Equity Partners, an asset management firm focused on small to mid-sized companies. The amount was undisclosed, but according to its website, Caltius tends to dole out $5 to $20 million in equity capital per investment. Gardiner, New York-based Kiss My Face already boasts a well-established brand presence in natural & specialty retail, and in select mass market players like Walmart and Target. An injection of capital could do wonders in expanding its volume and distribution range.
NBJ Bottom Line
The story of Kiss My Face follows the age-old plotline of many a natural products company: two buddies (Bob MacLeod and Steve Byckiewicz) from pastoral New York build a small company that becomes a mainstay in the natural channel. But as the world changes and natural & organic personal care becomes viable in the mainstream, niche players too can conquer the mass market, if they act quickly. Now is the time for another Burt’s Bees, another Aveeno. Kiss My Face already has the advantage of 30 years in the market and brand awareness that surpasses its size. Just a little bit of big thinking can push it to critical mass.