Maria Nila Partners With L Catterton

Maria Nila L Catterton

Maria Nila, the Swedish sustainable professional hair care brand, have announced their partnership with L Catterton, a leading global consumer-focused investment firm.

With an impressive growth in recent years, Maria Nila’s 100% vegan, climate compensated and award-winning hair care products have expanded to all corners of Europe and the US in just five years. By partnering with L Catterton, Maria Nila aims to accelerate this growth even further by expanding the brand, product portfolio, and sales channels on a global level. The European fund of L Catterton has acquired a significant minority stake in the company and Marcus Wikström, the son of Maria Nila’s founders, will continue to lead the company and remain as CEO.

“At Maria Nila, we have always been driven by a single purpose – to provide the world with professional beauty in a friendly, curious, and honest way – and to do this responsibly and sustainably. As the second generation of a family-owned business, I am incredibly excited to partner with a firm who shares our commitment to these core values,” said Marcus Wikström, CEO of Maria Nila. “This partnership will allow us to accelerate the development of our product portfolio and brand and expand even further across key European and US markets. With L Catterton’s successful track record of supporting founder-led and family businesses, we are confident that we’ve found the right partner.”

As a leading global consumer-focused investment firm, L Catterton has significant experience investing globally in beauty and fashion brands. This partnership will allow Maria Nila to leverage L Catterton’s deep investment expertise, category knowledge, consumer insights, and strategic relationships in the beauty sector.

“Maria Nila represents a compelling opportunity to partner with a truly sustainable and vegan brand in the beauty space,” said Luigi Feola, a managing partner in L Catterton’s Europe Fund. “As the #1 professional hair care brand in Sweden, the growth potential for Maria Nila is significant. We believe there is meaningful whitespace to accelerate the global expansion and increase share in underpenetrated categories by leveraging the brand’s successful go-to market strategy and differentiated brand proposition. We look forward to partnering with the entire Maria Nila team to support the company’s growth and build on the brand’s authentic values, which strongly resonate with stylists and consumers alike.”