Loving Tan has received an equity investment from Gauge Capital

Middle-market private equity firm Gauge Capital has invested in premium self-tanning brand Loving Tan, forming a strategic partnership and recapitalizing the business.

Founded in 2010 and headquartered in Brisbane, Australia, Loving Tan is a luxury sunless tan brand. The company services the prestige segment of the beauty industry through four key product categories: self-tan mousse, self-tan creams, tan applicators and removal products, and gifts and sets. Loving Tan products are best known for their high-quality solutions with professional grade efficacy and can be found in a variety of high-end beauty retailers as well as online.

Gauge Capital is a leading middle-market private equity firm based in Southlake, Texas. Gauge invests in five sectors: business services, food and consumer, government and industrial services, healthcare and technology.

Oaklins Intrepid in Los Angeles, one of the premier M&A advisors in the beauty, personal care and wellness industry, acted as the exclusive sell-side financial advisor to Loving Tan in this transaction.