Dentons advises SEEN Group on its investment from Rockpool

London-Dentons has advised SEEN Group, formerly part of The Casbah Group, on an investment from UK private equity investor Rockpool.

Based in London and New York, SEEN Group is a globally recognised beauty specialist marketing services business, operating across Brand and Campaign Strategy, Creative and Content, Communications and Talent, Brand Experience, and Influencer Marketing. The business serves a world-leading client base, holding longstanding relationships with global beauty powerhouses including Unilever, L'Oréal, Estée Lauder, Coty and Shiseido, whilst also having launched and scaled a portfolio of high-growth emerging brands. Powered by a collective of more than 100 exceptional, female-first talent, SEEN Group has been recognised as a Sunday Times Best Places to Work for two consecutive years, in 2024 and 2025.

Jane Walsh, CEO of SEEN Group, said: "This investment marks a major moment for SEEN Group. It enables us to bring world-class expertise, new capabilities and powerful tools into the business, while continuing to invest in the exceptional team that has built SEEN Group into what it is today. The Dentons team provided pragmatic, commercial advice throughout and were an invaluable partner in helping us deliver a successful outcome."

Tim Bourne, Founder of SEEN Group and The Casbah Group, commented: "We are incredibly proud of what SEEN Group has achieved to date and excited to partner with Rockpool to accelerate our the next phase of growth. Dentons were highly responsive and supportive throughout the process, bringing strong technical expertise and a clear understanding of our business."

James Davison, UK Corporate partner at Dentons, commented: "We are delighted to have advised SEEN Group on this investment from Rockpool. The transaction highlights strong investor appetite for high-quality, specialist agencies, particularly those operating at the intersection of beauty, content and influencer marketing, as well as our ability to advise and deliver on mid-market private equity transactions."

The Dentons team advising SEEN Group was led from the UK by James Davison (Corporate partner) and Diana Mennie (Corporate senior associate), with support from Brad Sykes (Corporate associate), Lorna McCaa (Tax partner), Alison Weatherhead (Employment partner), Matthew Gilhooly (TMT senior associate) and Martha Pownall (TMT associate). Brian Baggott provided US employment law advice.

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