Swiss Titan, Partners Group, Sets Sights on Aroma-Zone in a €700M Natural Beauty Acquisition
The natural beauty world is abuzz with the news that Partners Group, the Swiss investment titan, has entered exclusive negotiations to acquire Aroma-Zone. Aroma-Zone is one of France’s most cherished natural beauty and wellness brands, currently backed by private equity firm Eurazeo with a landmark €410 million investment since 2021.
Established in 1999 by the Vausselin family in Provence, Aroma-Zone began as an essential oils information website. It has since blossomed into one of France’s top direct-to-consumer beauty retailers. The company now boasts a catalogue of more than 1,900 products, serves over 5 million customers, and operates a network of more than 30 physical stores across France and internationally. Twelve new locations are slated for launch this year alone. Notably, its online business accounts for approximately half of total sales.
Under Eurazeo’s guidance, Aroma-Zone has tripled its revenue in a mere five years. It has evolved from a brand primarily focused on essential oils and DIY cosmetics into a broader holistic beauty and wellness destination. Key priorities for Partners Group include scaling Aroma-Zone’s platform, investing in product innovation, and accelerating international expansion.
This deal underscores the sustained and growing investor interest in scalable, direct-to-consumer beauty brands with authentic natural positioning and loyal customer communities.
Source: Global Cosmetics News — Eurazeo Plans EUR410 Million Investment in Aroma-Zone