BeautyRival – OSEA, the seaweed-infused skincare brand, has secured a major growth investment from General Atlantic. The company announced the agreement on Tuesday but did not disclose the financial terms. At the same time, CAVU Partners, which invested in OSEA in 2020, will exit after the transaction closes.
Founders Stay at the Helm
Mother-daughter founders Jenefer and Melissa Palmer will keep a significant stake in the business. They will also continue to lead daily operations and guide long-term strategy. In addition, General Atlantic executives Andrew Ferrer and Ben Sherman will join OSEA’s board of directors, strengthening governance and strategic planning.
Plans for International Growth
With new financial support, OSEA plans to expand both domestically and globally. The first step will be Mexico, where the brand will launch through Ulta Beauty’s new stores. After that, OSEA also intends to reach Asia, tapping into one of the fastest-growing beauty markets in the world.
Melissa Palmer, cofounder and CEO, emphasized the alignment between the two companies:
“General Atlantic’s commitment to entrepreneurship, sustainability, and impact perfectly matches OSEA’s mission. This partnership will unlock opportunities for innovation and global expansion while staying true to our roots and values.”
General Atlantic’s Perspective
Andrew Ferrer, managing director at General Atlantic, praised OSEA’s journey:
“OSEA combines three decades of family values, consumer trust, and category leadership. We feel honored to support Melissa, Jenefer, and the team as they expand their clean beauty vision worldwide.”
General Atlantic already invests in successful beauty brands such as Vegamour and Kayali. According to Ferrer, the firm seeks authentic brands with strong customer loyalty, innovative products, and clear opportunities for growth.
A Legacy Rooted in Nature
OSEA, founded in 1996, takes its name from the words Ocean, Sun, Earth, and Atmosphere. Its formulas feature seaweed blends and botanicals that highlight the brand’s natural philosophy. Among its hero products, the Undaria Algae Body Oil earned recognition Beauty Inc in 2024 as one of the greatest skincare products of all time. Other top sellers include the Anti-Aging Body Balm, Hyaluronic Sea Serum, and Collagen Dream Night Cream.
A $100 Million Brand
Industry sources estimate OSEA generates about $100 million in annual net sales. Revenue is split almost evenly between its retail partners and direct e-commerce sales. In the U.S., customers can purchase OSEA at Ulta Beauty, Nordstrom, and select specialty retailers.
The Future of Clean Beauty
Looking forward, OSEA aims to build a stronger presence worldwide. With General Atlantic’s support, the brand expects to scale its sustainable beauty model, increase consumer trust, and introduce new innovations. This combination of family leadership, clean ingredients, and loyal customers positions OSEA as a powerful contender in the global skincare market.
