Dallas Skincare Trailblazer, BeautyBio, Acquired by Nu Skin Subsidiary

BeautyBio, known for merging skincare with unique beauty tools, transformed the at-home beauty scene and grew a devoted following. Now the "Truth in Beauty" brand, founded by model and entrepreneur Jamie O'Banion in 2011, is starting a new chapter.

Dallas-based BeautyBio, known for its pioneering skincare, beauty devices, and devoted following, has been acquired by Rhyz Inc., a strategic investment subsidiary of the U.S. beauty powerhouse Nu Skin Enterprises (NYSE:NUS).

Rhyz, established in 2018, will integrate BeautyBio into its ecosystem of companies innovating in beauty, wellness, and lifestyle. Nu Skin and Pharmanex brands sell in 54 markets via 1.2 million distributors. Financial details of the transaction were not disclosed.

Jamie O’Banion, BeautyBio’s charismatic founder, president, and CEO, will remain at the helm. 

Launched in 2011 by the model and entrepreneur, the brand quickly captured industry attention by merging top-notch skincare products with an exclusive range of patented beauty tools, from microneedles to facial rollers.  Designed to replicate professional-grade results at home, the beauty tech’s tools played a key role in forming omnichannel distribution ties with industry titans such as Sephora, Ulta, Harrods, and Mecca.

BeautyBio, says O’Banion, started with a core belief: “Skin is the largest organ in our body.” She’s not just out to beautify, but to pivot the industry dialogue: “And one of my personal missions is to change the dialogue in our industry and focus more on skin health than just beauty.”

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O’Banion grew up around skincare: “My father is a physician and an owner of one of the top labs in the U.S.,” she said in a JPMorgan case study last fall. The founder carries a torch for the authentic and educated consumer, saying, “it’s wrong for consumers not to know what should or shouldn’t be in their product.”

Though unfamiliar with the traditional big beauty brand pathway, O’Banion said she found strength in her unique perspective. “I didn’t work for a big beauty brand before I started BeautyBio,” she reflects. That fresh viewpoint turned out to be a strength, not a liability.

In a statement, the founder emphasized opportunities for the brand’s new chapter. She envisions a “limitless, healthy future” with the merger’s potential to empower global communities through top-tier skincare solutions.

An independent omnichannel brand

Rhyz said that BeautyBio will continue to operate independently as an omnichannel brand and will leverage opportunities for growth and cost efficiencies as a part of Rhyz.

“Our expertise will propel the business within the Rhyz ecosystem,” said Ryan Napierski, CEO of Nu Skin Enterprises.

“BeautyBio’s commitment to beauty through innovation aligns with our vision for personalized, science-based skincare products and beauty device systems,” he added in a statement, saying the company’s patented “hydration facial and micro-needling technology” promises to solidify Nu Skin’s global dominance in the beauty device sector.

As part of the transaction, Dallas private equity firm Kainos Capital will sell its BeautyBio stake to Nu Skin Enterprises. Kainos invests in founder-owned businesses, including manufacturers and marketers of nutritional supplements and over-the-counter products, beauty and personal care products, and specialty distributors. Advising BeautyBio on the deal was Houlihan Lokey.

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