Skip to content


Beechbrook invests in UK-based online beauty brand, Give Me Cosmetics

18 April 2024

Beechbrook Capital (“Beechbrook”) has completed its ninth investment from its third UK SME Credit fund in Give Me Cosmetics (“GMC” or “the business”).

Give Me Cosmetics, headquartered in Liverpool, is one of the UK’s fastest growing beauty cosmetic brands. Founded by Dan Fletcher and Luke Mills in 2017, GMC specialises in hair, body, skincare and beauty accessories as a social-first beauty brand.

The business has recently secured a majority investment from eComplete. Founded by former c-suite executives of The Hut Group, Paul Gedman and Andy Duckworth, eComplete is an e-commerce growth partner and investor, helping management teams in their growth journey with a view to disrupting traditional e-commerce investing.

Beechbrook has supported the eComplete acquisition by offering a hybrid, senior debt and equity solution. This marks the second collaboration between Beechbrook and eComplete, following their initial funding to support eComplete’s acquisition of CurrentBody, the world’s largest provider of beauty tech devices, in 2021.

Beechbrook’s UK funds focus on providing predominantly senior secured loans and minority equity capital to non-private equity backed businesses across the UK.

Paul Gedman, Co-Founder of eComplete, commented: “We are very pleased to be partnering with Beechbrook once again as we prepare to transform the GMC brand into a global leader. The Beechbrook team have proven agile in supporting our acquisition with a flexible solution, whilst remaining commercially focused throughout negotiations”.

Jack Browne, Associate Director, at Beechbrook Capital, added: “This strategic partnership marks a new chapter for Give Me Cosmetics – Dan has created an enviable brand to date with a strong and loyal customer base. The investment underscores our confidence in GMC’s business model and growth potential within the rapidly evolving beauty industry, whilst also recognising the unique value that eComplete bring to the table”.

Beechbrook Capital