1 month ago
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Launched in 2009, RMS Beauty is having a renaissance.
A “clean” beauty brand founded by makeup artist Rose-Marie Swift, RMS Beauty sold a majority stake to investment firm Highlander Partners in 2021. Terms of the deal were not disclosed, but it was estimated that the brand had reached around $30 million in annual sales at the time. The same year, David Olsen, formerly global vp at Net-a-Porter, was appointed CEO of the company.
Recently, the company’s growth has accelerated. In the last year, its number of new customers has grown by over 500%, its social communities have added half a million new members, its loyalty revenue has increased by 300%, and it’s experienced multiple viral moments leading to tens of millions of video views across social channels, Olsen said. Highlander’s investment has allowed the company to invest in its marketing, and Swift’s presence on TikTok has paid off for the brand.
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English (US) ·