TPG Growth has made a minority investment in Beautycounter, a personal care company.

Beautycounter, headquartered in Santa Monica, California, sells skin care, hair and beauty products through a network of independent consultants, online through e-commerce and strategic partners, such as J. Crew and Goop.com, actress Gwyneth Paltrow's website. For more on e-commerce, see Retail Reboot: Investors Snatch Up E-Commerce Services

Beautycounter aims to develop products with ingredients the company dubs "health protective." Beautycounter’s products do not contain about 1,500 ingredients the company says have been linked to cancer, hormone disruption, reproductive toxicity, skin irritation and other hazards. Terms of the transaction were not disclosed.

The deal underscores rising consumer interest in better-for-you products.

TPG Growth is the middle market and growth equity arm of private equity firm TPG. TPG Growth has $3.9 billion in assets under management. In October, the firm invested in popcorn company Angie's Artisan Treats, which makes Angie's Boomchickapop snacks. In February, in partnership with Fidelity Investment, invested $125 million in software company Domo Inc. 

TPG Growth also backs cosmetics group Elf Cosmetics, a majority stake of which it bought from TSG Consumer Partners LLC in February. 

For more on consumer interest on healthier product options, see Snack Time and Vitamins, Minerals and Supplements Feed Consumers and Deals

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