
Winky Lux, a leading beauty brand renowned for its innovative and clean, cruelty-free products, has announced a significant milestone with a majority investment from CORE Industrial Partners (CORE). CORE, a private equity firm with over $1.58 billion in capital commitments, will provide Winky Lux with the resources needed to accelerate its growth and broaden its market presence. Financial terms of the deal were not disclosed.
Since its inception in 2015, Winky Lux has made a name for itself with its playful and high-quality cosmetics and skincare products, including popular items like Flower Balm, Universal Brow Pencil, and Peeper Perfect Concealer. The brand’s award-winning formulas and strong online presence have earned it a devoted following among beauty enthusiasts. Winky Lux’s values of authenticity, sustainability, and creativity align perfectly with CORE’s investment philosophy.
CORE’s entry into the beauty sector began in 2020 with its investment in Cohere Beauty, a contract-manufacturing platform for beauty and personal care products. With its extensive operational and investment experience, CORE is well-positioned to support Winky Lux’s growth while maintaining the brand’s distinctive identity and joy-focused approach.
Natalie Mackey, CEO and Co-Founder of Winky Lux, expressed enthusiasm about the partnership: “Teaming up with CORE represents an exciting new chapter for Winky Lux. This investment will help us meet customer demand, expand our operations, enhance our partnerships with retailers like Target, ULTA, and Shoppers Drug, and drive new product innovations. We believe CORE’s expertise and resources will enable us to achieve our long-term goals while staying true to our values of joy and creativity.”
The investment will enable Winky Lux to enhance both its digital and physical retail channels, supported by CORE’s strategic guidance and operational expertise. The current CEO, Co-Founders, and management team will remain with the company. Additionally, industry veterans Zack Zavalydriga and Cassandra Batista have been appointed to Winky Lux’s Board of Directors.
John May, Managing Partner of CORE, commented, “The beauty industry’s growth prospects and demand drivers are compelling, and we are confident that the combination of Winky Lux’s strong brand and our resources and experience will support their leadership team in achieving their long-term growth objectives. We are excited to deepen our involvement in the beauty sector with this partnership.”
Raymond James served as the exclusive financial advisor to CORE for the transaction.
About Winky Lux
Founded in 2015, Winky Lux is a cosmetics and skincare brand celebrated for its clean, cruelty-free products. Committed to innovation, inclusivity, and sustainability, Winky Lux offers a diverse range of beauty products designed to inspire and delight customers around the globe. For more information, visit www.winkylux.com.
About CORE Industrial Partners
CORE Industrial Partners is a private equity firm with over $1.58 billion in total capital commitments across four funds. CORE invests in North American lower middle-market manufacturing, industrial technology, and industrial services businesses. With offices in Chicago, Austin, and Cleveland, CORE’s team includes experienced former CEOs and investment professionals dedicated to building market-leading businesses through capital, insight, and operational expertise.