New York, N.Y. March 10, 2021 – CoMetrics Partners acted as the Financial Advisor to AS Beauty LLC and Beauty Visions LLC in connection with the acquisition of Mally Beauty.
Owned by Alan and Joey Shamah (the original founders of elf Cosmetics) along with Victor and Ralph Azrak, AS Beauty LLC has quickly grown through the acquisitions of Julep Beauty and Laura Geller (the longest-standing cosmetic line on QVC). The strategic acquisition of Mally from Beauty Visions LLC has AS Beauty teaming up with Mally Roncal one of the first makeup artists ever featured on QVC. For over 15 years Mally remains one of the top performing cosmetic brands on the televised shopping network.
“With a million things to juggle in their lives, the last thing I want my Mallynistas to worry about is their makeup,” says Roncal, who is known for her work with A-listers like Beyoncé, Jennifer Lopez, Alicia Keys, and Angelina Jolie. “If a woman can feel good about how she looks and know that the makeup she applied at seven in the morning is still going strong at seven at night, she can rule the world!”
“AS Beauty is equipped with the expertise and resources to take Mally Beauty to the next level. They are the gold standard of entrepreneurial beauty operators and Mally Roncal is one of the best on-air sales personalities of all-time. Together they will make a great team,” says Brian Robinson, President of Beauty Visions, Mally Beauty’s previous owner.
“Gary Herwitz of CoMetrics Partners introduced us to AS Beauty and successfully facilitated the transaction for all parties from beginning to end” said Robinson.
Founded by Gary Herwitz, CoMetrics Partners LLC is a management consulting firm that provides middle market companies the strategic vision and leadership to integrate operations, technology, and finance to optimize business processes and maximize profitability. The firm prides itself on working with executive management to solve complex challenges and achieve meaningful outcomes while mitigating risk. CoMetrics has assisted on both the buy side and sell side for companies and private equity sponsors in a myriad of transactions by performing the due diligence, negotiation facilitation and post-closing integrations. CoMetrics was named by The Silicon Review as one of the 50 smartest consulting companies.