April 2, 2024

Willkie advised Monogram Capital Partners on its acquisition of a majority stake in Tru Fragrance & Beauty, the global beauty brand builder whose portfolio includes owned, licensed, and exclusive fragrance and beauty brands sold to national beauty and apparel retailers and direct to consumers.
In addition to a branded portfolio that includes Le Monde Gourmand, Lake & Skye, Yellowstone, and Wrangler, Tru develops fragrance brands exclusively for retail partners. Monogram’s investment will serve to accelerate Tru's growth and scale, including through expanded distribution in the U.S., Canada, U.K., Europe, and beyond, the launch of new brands and licensing relationships, and complementary acquisitions.
Monogram Capital Partners is a Los Angeles-based private equity firm that invests in consumer brands and services companies.

The Willkie team was led by partners Ray LaSoya and Joe Kaczorowski and included partner Jonathan Zane and associates Bobby Chipman, Justin Calabrese, Madeline Alagia and Daniel Chesler.