Mylène acquired by In2Action Capital

Kumulus Partners assisted Vision Healthcare in the sale of its subsidiary Mylène to private equity group In2Action. Vision Healthcare is a fast-growing European digital-first omni-channel platform of consumer healthcare and beauty products.

Mylène is the leading community network business in the Benelux, with operational businesses also in France, providing beauty and personal care products. Originally exclusively reaching its customers through home parties, the Company made a successful switch to an omni-channel approach. However, during the Covid-crisis the home party model was heavily impacted.

Given the ‘digital first’ strategy of Vision Healthcare which no longer fit with the community driven sales model of Mylène, the group mandated Kumulus to find a new shareholder for Mylène. Together with the Mylène management team, the main challenge was to demonstrate the revival of the business during the period after Covid restrictions. This resulted in a transaction in which the management team alongside In2Action, a fund specialised in providing additional operational support, acquired Mylène.