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L’Occitane Group has sold British skin care brand Elemis to private equity firm PAI Partners, ending seven years of ownership. The sale price was not disclosed; PAI says it plans to support growth in the US and digital sales while investing in Elemis’ products.
L’Occitane Group has sold British skin care brand Elemis to private equity firm PAI Partners, ending seven years of ownership. The companies did not disclose the price, while PAI said it intends to support Elemis’ expansion in the US and growth in digital sales.
PAI said it will work with Elemis’ management team on the brand’s development, including efforts to reinforce its position in the UK and accelerate expansion in the US. The investor also identified digital business and selected premium retail channels as areas for growth. These are PAI’s stated priorities; the report does not provide financial targets or a timetable.
Elemis plans to continue investing in its core range and product innovation, building on its Pro-Collagen franchise, according to the report. The brand’s chief executive and co-founder, Noella Gabriel, said the business would seek to reach more customers while retaining its heritage and values. The report does not identify any planned changes to the brand’s products, leadership or retail partnerships following the sale.
L’Occitane said Elemis had nearly doubled net sales during its ownership to more than US$300 million in FY2026. The report also says the US accounts for approximately half of Elemis’ net sales and that online sales make up an estimated half, across its own direct-to-consumer platform and digital partners. These figures are reported in the source; it does not provide a detailed breakdown or define the fiscal-year dates.
PAI’s Growth Plans for Elemis
The ownership change puts Elemis under a private equity firm that has publicly emphasized US expansion and digital sales as growth areas. Those priorities align with the scale of those markets in the brand’s reported business: the US and online channels each account for about half of sales. The figures suggest those areas are central to Elemis’ commercial position, though the report does not specify how they overlap.
For customers and retail partners, the immediate significance is a change in ownership, not a disclosed change to the product range or sales channels. PAI’s stated plans include continued investment in core products and innovation, but details on investment levels, operational changes and future performance have not been announced. The sale also removes one of L’Occitane Group’s brands as the group makes what its chairman described as a portfolio decision.
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Seven Years Under L’Occitane
Elemis was founded in London in 1989 by entrepreneur and investor Linda Steiner, alongside co-founders Noella Gabriel, Sean Harrington and Oriele Frank. L’Occitane Group described the acquisition as its first major purchase and as a step in developing the company into a multi-brand group. The source says Elemis has been part of the group for seven years.
During that period, the brand built its international business and commercial partnerships. The report says Elemis had been investing in its US presence since 2015, and that the market has grown to account for approximately half of net sales after several years of double-digit annual growth. The report does not provide the exact annual sales-growth figures or state the period covered by that description.
““We see significant opportunities to accelerate growth in the US and expand the brand’s digital business, while preserving its distinctive British identity.””
— Gaëlle d’Engremont and Colm O’Sullivan, PAI Partners
Sale Price and Handover Details
The sale price was not disclosed, and the source does not give a completion date or say whether the transaction is subject to regulatory or other conditions. It also does not detail the ownership structure, any changes to Elemis’ management, or whether staff, suppliers or retail partners will be affected.
PAI has stated broad areas of focus but has not published specific investment commitments, sales targets or milestones. The reported FY2026 sales figure is not accompanied by a fiscal-year definition or supporting financial statements in the source material, so its period and calculation cannot be assessed here.
Elemis’ Next Steps Under PAI
PAI says it will work with Elemis’ management team on the brand’s continued growth, with a focus on the US, digital business and premium retail. Elemis has also said it will keep investing in its core range and product innovation. The report does not set out a schedule for those plans or identify a first post-acquisition launch or commercial milestone.
Further details may clarify when ownership formally changes, whether the transaction brings management or operational adjustments, and how the new owner will pursue its growth plans. Until those details are released, the confirmed development is the sale and the broad priorities stated by PAI and Elemis.
Key Questions
Who bought Elemis?
PAI Partners, a private equity firm, bought the British skin care brand from L’Occitane Group, according to the report.
How much did PAI Partners pay?
The purchase price was not disclosed in the report.
What does PAI plan to do with Elemis?
PAI says it will work with Elemis’ management team, with stated priorities including US expansion, digital sales and selected premium retail channels. It also plans to support continued investment in the brand, but no targets or timetable were provided.
Will Elemis products or leadership change?
The report does not announce changes to Elemis’ products or leadership. The brand says it will continue investing in its core products and innovation, but further operational details have not been disclosed.
Source: cosmeticsbusiness.com
