Brand Masters Expands into Beauty and Personal Care with Acquisition of UK-Based Quest Personal Care Group

Brand Masters, a portfolio company of Avedon Capital Partners, has acquired Quest Personal Care Group ("Quest"), a UK-based developer of affordable beauty and personal care products creating a platform of more than €300m revenues and over 250 FTEs globally.

Brand Masters, a leading FMCG trading and brand development company, has signed the acquisition of Quest, a UK-based personal care and beauty products developer across 9 product categories. Quest's fast-paced innovation and agile product development process enable it to bring a compelling product assortment to retailers and distributors across more than 60 countries.

The transaction marks an important step in Brand Masters' strategy to accelerate its own label and licensed brand concept segment "BrandLab" which is a complementary offering to the value added distribution of well-known A-brands across food, drinks, home and personal care products. With the acquisition, Brand Masters becomes a leading full-service category partner in particular for European non-food retailers.

In addition to further diversifying the product offering, the acquisition will also extend Brand Masters geographical reach, customer base and sourcing capabilities globally. The combined company will generate revenues of over €300 million and create a team of more than 250 FTEs across Europe and Asia.

Brand Masters, headquartered in Breda, The Netherlands, and backed by Avedon Capital Partners, has shown strong organic growth over the past 10 years complemented by a buy and build strategy to further diversify its supplier and customer base, creating a broader product portfolio and geographical reach.

Quest will continue to operate independently within the group, preserving its brand identity and existing customers while further accelerating growth on the back of Brand Masters strong European platform.

Marcel Koekoek, CEO of Brand Masters: "Quest has built something very impressive - a fast-growing business with strong personal care products, fast-paced innovation, loyal customers, and a great team that knows how to win shelf space in a competitive category. That is exactly what attracted and excited us to welcome them into our group. We are looking to combine two strong businesses that make each other better. Together, we cover more categories, reach more markets, and offer more to our retail partners."

Antony Wagman, Co-Founder of Quest: "Over the course of several meetings with both teams, it became clear that the cultural fit between Quest and Brand Masters was exceptional. That shared mindset, entrepreneurial spirit, and mutual ambition ultimately became the defining factor in our decision to move forward together. We're genuinely excited about the opportunities this partnership will create for our people, our brands, and our customers."

About Brand Masters

Brand Masters, headquartered in Breda, The Netherlands, is a leading FMCG company specializing in the sourcing, development, and distribution of food, drinks, home and personal care products mainly to non-food retail customers. The company has a strong European platform with presence in Benelux, France, DACH, and emerging markets. For more information, please visit brandmasters.nu

About Quest

Quest is a Manchester-based personal care and beauty business supplying skincare, beauty, and personal care products across nine product categories. Through its portfolio of challenger brands, Quest offers affordable alternatives to A-brands and supplies retailers and distributors in over 60 countries globally. Quest's NPD team drives continuous product innovation across its categories. For more information, please visit qpcglobal.com

About Avedon Capital Partners

Avedon Capital Partners is a private equity firm based in Amsterdam and Düsseldorf. Avedon partners with ambitious entrepreneurs and management teams in the Benelux and DACH regions to accelerate organic growth, international expansion, and buy-and-build strategies, with a focus on long-term value creation. For more information: avedoncapital.com

Media Contacts

Robbert Liedenbaum, CFO of Avedon

Email: [email protected]