Yesterday, Nameless CPG, a company known for its successful personal care brands such as Hilo, Wile Women, Awkward Essentials, Nakey, and Ladybird Provisions, has officially expanded into the beauty sector with the acquisition of Wander Beauty.
Wander Beauty, co-founded in 2015 by victoria’s secret model Lindsay Ellingson, is known for its minimalist, travel-friendly essentials aimed at the modern, time-conscious woman. Though the terms of the deal were not disclosed, sources note that this acquisition is the largest in Nameless CPG’s history.
Both Ellingson and Gugnani will remain with Wander Beauty post-acquisition, with Gugnani taking on an advisory role to help Nameless identify other potential acquisition targets as the company continues to stake its claim in the beauty industry. While Gugnani refrained from sharing specifics about the brand’s financials, she did confirm that Wander Beauty is profitable and seeing significant growth, particularly with its best-selling Baggage Claim eye masks.
Wander Beauty’s brand ethos focuses on offering multitasking products for busy women who need efficiency in their beauty routines. Gugnani explained, “The average woman spends 15 minutes on her beauty routine. The entire industry has been so focused on telling you to buy more and do more, and we’re catering to the average woman. She’s time-starved, she’s on the go, and our brand resonates with her.”
The majority of Wander Beauty’s sales come from its website and Amazon, with additional retail presence at major stores like Nordstrom and Macy’s. Gugnani emphasized that post-acquisition, the brand will double down on its two primary sales channels—direct-to-consumer and Amazon—in order to accelerate growth.
Nameless CPG’s cofounders, Kate Herling and Albert Swantner, expressed excitement about the acquisition, noting that Wander Beauty’s strong fundamentals and loyal customer base align perfectly with their acquisition strategy. “Their focus on essential, multitasking products that customers consistently repurchase sets them apart in the crowded beauty space,” the cofounders shared in a statement.
