W3ll People is a pioneer in clean, plant-powered beauty and was acquired by e.l.f. in 2020

william hood

Beauty, Personal Care & Consumer Health
Sell-Side M&A
Acquired by

W3ll People is a pioneer in clean beauty. Founded by a makeup artist, a cosmetic dermatologist, and a wellness visionary, W3ll People set out to break beauty boundaries and make high-quality, clean cosmetics available to consumers everywhere. W3ll People’s luxurious, cruelty-free, plant-based product line has helped set the standard for what is considered “clean and healthy” in accessibly priced cosmetics.

William Hood & Company was hired to manage a bilateral process with e.l.f. Cosmetics (NYSE: ELF). William Hood & Company skillfully managed and negotiated the transaction, resulting in a successful close. W3ll People was the first-ever acquisition completed by e.l.f.

What really made the difference in choosing WHC as an advisor was the strong personal recommendations we received from peers and contacts in the industry. Of course, the firm’s reputation, track record and differentiated real-life beauty industry experience were also very important. It all shined throughout the process, and we were very pleased with the outcome.”

Shirley Pinkson
Chief Creative Officer & Co-Founder, W3ll People