Private equity firm Gauge Capital plans to expand Vancouver-based Saltyface’s reach and product offerings.
Private equity firm Gauge Capital has acquired Vancouver-based self-tanning brand Saltyface. Terms of the deal were not disclosed.
Founded by Bethany and David Menzel, Saltyface’s buildable formulas are designed to deliver a natural-looking glow while prioritizing skin health, powered by DHA derived from organic sugar beets. Its hero product, Saltyface Tanning Water, is designed specifically for the face and develops gradually, allowing consumers to customize the depth of their tan.
“Saltyface was born from a skin care-first approach and a desire to rethink what self-tanning could look and feel like. Seeing our community embrace that vision has been incredibly rewarding. Gauge Capital brings the experience and resources to help us reach a wider audience and develop new products while staying true to what made Saltyface special in the first place,” said David Menzel, cofounder of Saltyface.
Andrew Stanleick, managing director and operating partner at Gauge Capital, believes this category has legs, evolving from a traditional, often seasonal tanning category toward a more sophisticated, year-round beauty routine increasingly influenced by skin care.
“Saltyface has built a compelling brand in a category that we believe has significant potential,” he said. “We believe consumers increasingly want a healthy, sun-kissed glow without compromising their approach to skin care or relying on sun exposure. Bethany and David recognized that shift early and have built a brand that makes self-tanning feel much more like modern prestige skin care.
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