Swiss Powerhouse Partners Group in Exclusive Talks for €2 Billion Aroma-Zone Acquisition
The European natural beauty sector is abuzz with news of Swiss private equity titan, Partners Group. The firm has announced its exclusive negotiations to acquire French beauty and wellness brand Aroma-Zone from French holding company, Eurazeo. The deal is estimated to be worth a whopping €2 billion.
Confirmed on August 6, 2026, this announcement signifies a significant milestone for Aroma-Zone. The brand, founded in 1999 in Provence, France by the Vausselin family, has evolved from an aromatherapy information website into a leading European natural beauty retailer. Aroma-Zone now boasts an impressive range of over 1,900 products, including hair serums, face masks, essential oils, makeup, and nutritional supplements. The brand has successfully garnered a customer base of more than 5 million, having tripled its revenues since 2021 when Eurazeo first invested.
As part of the transaction, Eurazeo, which invested €410 million in Aroma-Zone in 2021, will retain a significant minority stake. Meanwhile, Partners Group will assume the majority. The deal is expected to generate approximately €576 million in gross proceeds for Eurazeo’s balance sheet.
Key priorities for the new owners include:
- Scaling Aroma-Zone’s omnichannel platform
- Investing in product innovation
- Expanding the brand’s footprint into new international markets
Aroma-Zone currently operates more than 30 physical stores in France, with 12 new locations planned for this year. Online sales account for half of the overall revenue. The brand also prides itself on its sustainability credentials, with 96% of products featuring no secondary packaging.