Seamus Hammond
Tru Fragrance & Beauty is a fragrance and beauty brand that designs, produces, and markets fragrances and beauty products. The company has offices in New York and Chicago, with satellite offices in Los Angeles, Dallas, Denver, and Boston. In April 2024, Monogram Capital Partners, a private equity firm, acquired a majority stake in Tru Fragrance & Beauty. The company has been in the business of fragrances and beauty for over 47 years and has a presence in major retailers like Ulta Beauty, Urban Outfitters, and Nordstrom Rack. In addition to its flagship brand, Le Monde Gourmand, Tru Fragrance & Beauty has also acquired other fragrance brands like Lake & Skye to expand its portfolio and enhance its market presence.
| Characteristics | Values |
|---|---|
| Company Name | Tru Fragrance & Beauty |
| Company Overview | Design, produce, and market fragrance & beauty brands |
| Year Founded | Unknown, but has been in operation for over 47 years |
| Office Locations | New York, Chicago, Los Angeles, Dallas, Denver, Boston |
| Sourcing and Manufacturing Partners | U.S., Canada, India, and China |
| Brands Owned | Lake & Skye |
| Brands Distributed | Le Monde Gourmand |
| Retail Partners | Ulta Beauty, Urban Outfitters, Nordstrom Rack, Bluemercury |
| CEO | Eric Bilenko |
| Ownership | Majority stake owned by Monogram Capital Partners |
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What You'll Learn
Tru Fragrance's acquisition of Lake & Skye
Tru Fragrance & Beauty has acquired the fragrance brand Lake & Skye, which was founded by Courtney Somer in 2015. Somer will remain as the brand's founder and chief creative officer, as well as a minority equity owner. Roxann Blasz, who has over two decades of experience in the fragrance industry, will serve as brand president.
The acquisition is expected to help scale Lake & Skye's growth, as well as expand its consumer base. Tru Fragrance & Beauty has been a brand partner and minority investor in Lake & Skye since 2018, and this acquisition will allow the two companies to deepen their collaboration.
Lake & Skye is known for its popular scent 11 11 and its commitment to creating iconic fragrances. Its unique ability to connect wellbeing with scent deeply resonates with today's consumers and aligns with Tru's mission to nurture brands with purpose and longevity.
Eric Bilenko, CEO of Tru Fragrance & Beauty, stated that Lake & Skye "hits all the key attributes" of an acquisition target, including attractive unit economics, a clear and differentiated consumer value proposition, and a strong history of growth and profitability. The acquisition will also allow Tru Fragrance & Beauty to support national retailer partners of Lake & Skye, including Ulta, Nordstrom, and Blue Mercury.
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Monogram Capital Partners' acquisition of Tru Fragrance
On April 2, 2024, Monogram Capital Partners, a Los Angeles-based private equity firm, acquired a majority stake in Tru Fragrance & Beauty, a global beauty brand builder. This acquisition marked Monogram's seventh investment in the beauty industry in the past five years.
Founded in 1969 and acquired by current executives in 2004, Tru Fragrance & Beauty operates out of Willowbrook, Illinois, and New York City. The company has offices in New York and Chicago, which house design, marketing, finance, quality, and distribution resources. Additionally, it has satellite offices in Los Angeles, Dallas, Denver, and Boston, enabling it to stay connected to national market trends.
Tru Fragrance & Beauty's portfolio includes owned, licensed, and exclusive fragrance and beauty brands sold to national beauty and apparel retailers and directly to consumers. The company has a diverse range of fragrance brands, including Le Monde Gourmand, Undone Beauty, Lake & Skye, Yellowstone, and Wrangler. Tru Fragrance also has a history of creating personal care and fragrance lines for companies like Old Navy and The Limited.
The acquisition by Monogram Capital Partners is expected to accelerate Tru Fragrance's growth and expansion. Monogram's investment will support expanded distribution in the US, Canada, the UK, Europe, and beyond. It will also enable Tru Fragrance to strengthen its core brands and acquire additional ones, focusing on fragrance-oriented, consumer-centric brands.
Oliver Nordlinger, Monogram's co-founder, expressed excitement about partnering with Tru Fragrance, highlighting their ability to identify and build brands, as well as their nimble global supply chain and exceptional company culture. Eric Bilenko, CEO of Tru Fragrance, also emphasized the benefits of Monogram's operational expertise in accelerating their growth trajectory.
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Tru Fragrance's offices and resources
Tru Fragrance & Beauty has offices in New York and Chicago, which serve as headquarters for their design, marketing, finance, quality, and distribution operations. They also have satellite offices in Los Angeles, Dallas, Denver, and Boston, which help them stay connected to national market trends and provide convenience for their clients.
The company has long-term sourcing and manufacturing partners in the U.S., Canada, India, and China, allowing them to craft and distribute their fragrance and beauty brands globally. Tru Fragrance & Beauty has been in the industry for over 47 years, partnering with retailers and brands to capitalize on the potential of fragrance and beauty products. Their tailored approach has allowed them to work with a diverse range of clients, from iconic global retailers to innovative startups.
In 2024, Monogram Capital Partners, a Los Angeles-based private equity firm, acquired a majority stake in Tru Fragrance & Beauty. This partnership was formed due to Tru Fragrance's transition from private-label fragrance manufacturing to developing in-house brands and fragrance licenses. Monogram's co-founder, Oliver Nordlinger, emphasized their focus on solidifying Tru Fragrance as a specialist in perfume, body products, and home fragrances, including candles.
In 2025, Tru Fragrance & Beauty acquired Lake & Skye, a fragrance brand founded by Courtney Somer in 2015. This acquisition was a significant milestone for both brands, as they had been working closely together since 2018, and it further strengthened their presence in the fragrance and wellness community. Somer remained as Chief Creative Officer and a minority equity owner, while Roxann Blasz, with her extensive fragrance industry experience, became the brand's President.
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Tru Fragrance's capabilities and services
Tru Fragrance & Beauty is a fragrance and beauty specialist with a focus on perfume, body products, and home fragrances, including candles. With over 47 years of experience, the company has established itself as a trusted partner for world-class retailers and brands, helping them capitalize on the potential of fragrance and beauty products.
Design and Manufacturing
Tru Fragrance offers creative and nimble design capabilities, crafting iconic fragrance and beauty brands that resonate with consumers. They have in-house design teams in their New York and Chicago offices, allowing them to create unique and tailored products for their clients.
Sourcing and Financing
The company provides sourcing and financing solutions, helping retailers transform themselves into lifestyle destinations with sought-after beauty offerings. Their long-term sourcing partners are located in the U.S., Canada, India, and China, ensuring a stable supply chain for their products.
Marketing and Distribution
With a global reach, Tru Fragrance excels in marketing and distributing fragrance and beauty brands. They have a strong presence in the North American market, with satellite offices in Los Angeles, Dallas, Denver, and Boston, allowing them to stay connected to market trends. Their seamless global inventory management and distribution capabilities have made them a preferred partner for large-scale retailers.
Brand Creation and Innovation
Tru Fragrance is committed to innovation and brand development. They work closely with their clients to create unique brand identities and help them grow and expand their market presence. Their flexibility and speed-to-market approach enable them to adapt to the dynamic nature of the fashion and beauty industries.
Acquisitions and Partnerships
Tru Fragrance has a history of successful acquisitions and partnerships, such as their acquisition of Lake & Skye, which has helped scale the brand's growth. They also have partnerships with major retailers like Ulta Beauty, Urban Outfitters, Nordstrom Rack, and Bluemercury, showcasing their ability to build strong relationships within the industry.
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Tru Fragrance's partnerships and collaborations
Tru Fragrance & Beauty, formerly known as Romane Fragrances, has been in the fragrance business since 1969. The company has partnered with world-class retailers and brands to develop, produce, and market fragrances and beauty products that resonate with consumers. With offices in New York, Chicago, Los Angeles, Dallas, Denver, and Boston, Tru Fragrance maintains a strong presence in the US market and stays connected to national market trends.
In 2024, Monogram Capital Partners, a private equity firm based in Los Angeles, acquired a majority stake in Tru Fragrance & Beauty. This partnership aimed to accelerate Tru's growth and expand its distribution network beyond the US and Canada to the UK, Europe, and other markets. Monogram's investment portfolio in the beauty space includes brands like Beach House Group, D.S. & Durga, and Live Tinted.
Tru Fragrance's portfolio includes owned, licensed, and exclusive fragrance and beauty brands such as Le Monde Gourmand, a Gen-Z favourite; Lake & Skye, a fragrance-as-wellness brand; and licensed perfumes and colognes with Yellowstone and Wrangler. Tru also develops fragrance brands exclusively for retail partners like ULTA, Nordstrom, Blue Mercury, AEO, Target, TJ Maxx, and UO.
In 2025, Tru Fragrance & Beauty acquired Lake & Skye, a fragrance and wellness brand. This acquisition was a strategic move to scale the brand's growth and deepen its connection with the fragrance community. Courtney Somer, CEO and founder of Lake & Skye, expressed excitement about the collaboration, stating that it would elevate the brand to new heights.
Through its partnerships and collaborations, Tru Fragrance & Beauty has established itself as a trusted and innovative player in the fragrance and beauty industry, delivering fresh insights, operational excellence, and products that intimately connect with consumers.
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Frequently asked questions
Tru Fragrance & Beauty is owned by Monogram Capital Partners, a private equity firm based in Los Angeles.
Tru Fragrance & Beauty has acquired companies such as Lake & Skye, which was founded by Courtney Somer in 2015.
Tru Fragrance & Beauty sells perfume, body products, and home fragrances, including candles.
