Private equity firm TSG Consumer Partners LLC has made a minority equity investment in It Cosmetics.

It Cosmetics is a beauty line that aims to develop anti-aging, color-infused skin care products. The line is distributed primarily through QVC and the Shopping Channel, but later this month the brand will expand to Ulta beauty stores. 

“We continue to see a trend in multi-purpose cosmetics lines where products don’t just cover imperfections but nourish and improve the skin as well,” says Blythe Jack, managing director at TSG. 

Other skin care companies, including Valeant, have also been buying multi-purpose cosmetics companies. For more on the trend, see "Skin Deep: Cosmetics Go Medical." 

San Francisco-based TSG plans to help the brand expand in the U.S. specialty beauty sector. 

The private equity firm has more than $2.9 billion in capital under management, and focuses on the consumer sector. The firm has previously invested in Smashbox Cosmetics, Elf Cosmetics and popchips. TSG also invested in My Fit Foods in January. For more on TSG's investments, see "Snack Time."

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