Convex has advised Discovered Brands, a leading prestige beauty distributor across the UK and Europe, on securing a strategic investment from US-based Sonoma Brands Capital.
Sonoma Brands Capital is a private equity firm specialising in growth-stage investments across the consumer sector. Focused on long-term value creation, the firm partners with ambitious companies to unlock transformational growth through capital, strategic expertise, and operational support. Sonoma Brands, led by serial entrepreneur and KRAVE Founder Jon Sebastiani, has backed other notable consumer brands such as Touchland, Merit, and Vacation.
Founded in 2009 by Zach Charalambous, Discovered Brands is the leading distributor and strategic partner for beauty brands across the UK and EU. The company specialises in bringing innovative, high-potential beauty products to market, offering tailored growth support, retail strategy, Amazon expertise, and end-to-end distribution solutions — alongside a dedicated Education and Events agency to build lasting engagement through store Beauty Advisors. Discovered Brands has grown profitably every year since inception, with the last three years generating +66% CAGR revenue growth. Post-investment, Zach Charalambous continues in his role as Founder & CEO, and Romi Dasani continues in his role as Managing Director.
Discovered Brands partners with some of the world’s most sought-after beauty names, including OUAI, Glow Recipe, and Farmacy Beauty, among many others. The company delivers full-scale distribution and brand-building solutions that go far beyond logistics — offering expertise in retail strategy, marketing, PR, education, events, and digital. The business has built a strong reputation for its hands-on, partnership-driven model – providing emerging and established brands with tailored support to scale effectively across the market through retail and digital channels, servicing 250 retailers such as Sephora, Amazon, and Douglas in 27 countries.
As part of its holistic approach, Discovered Brands also provides brands with a full-service Amazon UK & EU partnership, helping brands navigate the complexities of the platform while maximising visibility and performance. In addition, the company operates a dedicated Education and Events agency – with partner brands such as MERIT Beauty – designed to drive in-store engagement with a dedicated local field team across Europe. This agency provides coaching and training of BAs, implementation of local education strategy, and management of in-store events and activations.
Zach Charalambous, Discovered Brands Founder and CEO, commented, “Partnering with Sonoma Brands Capital marks the start of our next chapter. From the beginning, we have been dedicated to building deep, collaborative relationships with beauty brands, helping them navigate the complexities of the UK and European markets. This partnership, rooted in shared passion and determination, will give us the tools to scale further and continue delivering best-in-class service and results.”
Kevin Murphy, Managing Director of Sonoma Brands Capital, said, “We are grateful for the opportunity to partner with Zach Charalambous, Romi Dasani, and their talented group of colleagues at Discovered Brands. Our relationship with Zach began organically while discussing the best path forward for growth in the UK and Europe for several leading beauty brands in which we are involved. We were struck by the depth of the team’s category knowledge, capabilities, and relationships, and the exceptionally high regard in which the firm’s client brands and their owners and investors hold Discovered Brands based on the service and results that they receive. We look forward to supporting Discovered Brands as it continues to drive great outcomes for its partner brands and their stakeholders.”
For more information on Discovered Brands, please visit their website.
