Equip acquires Xlash to accelerate growth in Nordic beauty and personal care

Equip Capital has acquired Xlash, the Stockholm-based beauty brand known for its award-winning eyelash serum and performance-driven products for lashes, brows and the eye area.

The acquisition reflects Equip Capital’s ambition to invest in distinctive consumer brands with strong customer loyalty, clear category positioning and significant growth potential. Since its launch in 2012, Xlash has built a strong reputation within beauty by combining visible results, community-driven marketing and a focused product universe centred around lashes, brows and eye-area skincare.

As part of the transaction, Equip Capital will support Xlash in its next phase of growth by leveraging its experience in scaling consumer businesses across the Nordic market and beyond. With Equip Capital as a new owner, Xlash is well positioned to strengthen its product offering, expand distribution and continue building a leading beauty platform with international potential.

The company has created a strong position in a focused beauty segment, and we see clear opportunities to support the team in accelerating the next phase of the journey.”

Qvantea Capital acted as exclusive financial advisor to Xlash in connection with the transaction.

“We are pleased to have advised Xlash on this strategic transaction,” said Anton Giwercman, Partner at Qvantea Capital. “Equip Capital is a highly compelling owner with the consumer expertise, operational experience and Nordic platform required to support Xlash in its next stage of growth. The transaction highlights the value of pairing a strong beauty brand with an owner that can help professionalise, scale and internationalise the business.”

Financial terms of the transaction were not disclosed.