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Sonoma Brands Invests in British Beauty Distributor Discovered Brands

On Wednesday, the American private equity firm announced its minority investment of around $15 million in the London-based distributor which works with buzzy brands such as Ouai, Farmacy and Briogeo.
A woman holding shampoo
Ouai is one buzzy brand in the portfolio. (Courtesy)

Sonoma Brands Capital, the private equity firm that has backed Touchland, Merit and Vacation, has made a minority investment in British beauty distributor Discovered Brands, the companies exclusively told

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