Dallas-based Foundry, a brand platform specializing in acquiring, nurturing, and growing online brands, has acquired Blu Atlas, a direct-to-consumer men’s skincare, haircare, and fragrance brand, for an undisclosed eight-figure sum.
This is Foundry’s third acquisition into the rapidly growing men’s personal care industry, the company said.
“Blu Atlas has successfully cracked the code by offering high-quality products crafted from natural ingredients, accompanied by great fragrances and appealing packaging. This acquisition perfectly aligns with our mission of enriching people’s lives,” Foundry co-founder and CFO Matt Rhodes said in a statement.
Explosive growth since 2022 launch
Since its launch in January 2022, Blu Atlas has experienced explosive growth. It has been described as “The Best Men’s Skincare Brand” by Men’s Journal, “The King of Grooming Products” by Rolling Stone, and the “clear winner” vs. Estée Lauder’s Le Labo and L’Oréal’s Kiehl’s by WWD and Us Weekly, Foundry said.
Foundry’s portfolio of disruptive brands also includes Supply, a men’s premium razor brand, Stryx, a men’s cosmetics brand, and Craft & Kin, a home fragrance brand.
“We’re thrilled for the opportunity to take Blu Atlas to its next stage of growth,” Foundry CEO Hendre Ackermann said in a statement. “We believe Blu Atlas has the potential to reach $100 million in sales over the coming years, by increasing distribution, building greater awareness, and continuing to offer a premium and differentiated product assortment.”
Founder started Blu Atlas after fruitless search for ‘effective’ men’s skincare products
Blu Atlas founder Deep Patel said he was driven to start Blu Atlas when he couldn’t find clean and effective men’s skincare that worked.
“So, I worked with a team to create a line of powerful and effective products that people quickly fell in love with,” Patel said in a statement. “Blu Atlas grew faster than I could have ever dreamed of. I feel extremely proud of what we’ve been able to accomplish. Now, with Foundry taking the reins, I’m excited to witness the next chapter unfold. The Foundry team has been a pleasure to work with, and I know that they will continue to elevate the brand and make a positive impact on the lives of men globally.”
With the acquisition, Foundry said it continues to solidify its position as a brand platform delivering products tailored to customer needs and preferences.
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R E A D N E X T
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Launched last year with $100 million in debt-free equity capital, Dallas-based Foundry Brands is an acquisition platform that aims to amass a portfolio of 30 to 50 direct-to-consumer e-commerce brands. It's already acquired eight—most recently the Fort Worth-based men’s grooming product company, Supply. Co-founder Matt Rhodes told Dallas Innovates that Foundry seeks brands who've developed "micro-tribes." “Ultimately, we're looking to be a multibillion-dollar business," Rhodes told us.
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Husband-and-wife co-founders Patrick and Jennifer Coddou launched their men's grooming startup Supply out of their spare bedroom, stored products in their garage, and shipped from their laundry room. After raising $256K on Kickstarter and getting a $300K investment on ABC's "Shark Tank," they expanded their business. Now, with the acquisition by Foundry Brands, Patrick is living what he calls the most attainable American Dream: "Have an idea, work your tail off for years, scale it to millions, sell it for millions," he wrote on Twitter.
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