Skyline Beauty Group Expands Portfolio with LilyAna Naturals Acquisition

Skyline Beauty Group has recently completed the acquisition of LilyAna Naturals, positioning the company to propel the popular skincare brand into its subsequent phase of expansion by leveraging a robust shared back-office infrastructure and specialized operational kno

Skyline Beauty Group has recently completed the acquisition of LilyAna Naturals, positioning the company to propel the popular skincare brand into its subsequent phase of expansion by leveraging a robust shared back-office infrastructure and specialized operational knowledge.

The financial details of this transaction remain undisclosed. Skyline acquired LilyAna Naturals, a brand that has established a formidable presence on Amazon thanks to its top-selling products like Retinol Cream and Eye Cream, from RDM Partners. This independent sponsor had previously taken ownership of the brand back in 2020, at which time Stonehenge Capital also participated as an investor. Currently, Skyline focuses its acquisition efforts on brands that generate annual sales between $5 million and $50 million, typically offering purchase prices in the range of 3 to 4 times earnings before interest, taxes, depreciation, and amortization, or EBITDA, as explained by CEO and co-founder Joe Indig.

With this latest purchase, LilyAna Naturals elevates Skyline's brand portfolio to a total of six distinct labels. These include the men's skincare specialist Anthony, the comprehensive skincare line Alpha Skin Care, the targeted acne treatment brand BioClarity, the men's grooming essential Shaveworks, and the haircare innovator Pure Brazilian. The company, which is now 14 years old and was previously known as Silber Equity, has methodically built this collection through strategic buyouts ever since it shifted its business model from product distribution to direct brand ownership in 2020. According to Indig, LilyAna slots in comfortably between Skyline's biggest revenue generators, Anthony and Alpha Skin Care, when ranked by sales figures.

Looking ahead, Skyline anticipates executing approximately two acquisitions annually to continue growing its holdings. The firm is particularly honing in on opportunities within the haircare and skincare sectors for its next moves. It favors asset purchase structures over full stock acquisitions. To date, the company has funded all its deals using internal resources, though Indig hints that this approach might evolve as Skyline pursues even larger opportunities. He envisions a future where the portfolio encompasses dozens of brands under the Skyline umbrella.

LilyAna Naturals, celebrated for its Amazon chart-topping Retinol Cream and Eye Cream, has transitioned from RDM Partners into the hands of Skyline Beauty Group.

“Our acquisition strategy targets brands with a solid foundational identity and a dedicated customer base,” Indig explains. “These are established players that have already proven themselves in the market. We identify high-potential brands and elevate them to levels of success they couldn't achieve independently.” He emphasizes further, “We have no interest in short-term flips. Our commitment is to long-term ownership. As expert operators, we maintain a very involved, hands-on approach to management.”

At the core of Skyline's business model lies a commitment to swiftly enhancing the financial outcomes of every acquired brand. The company prides itself on the ability to finalize transactions in as few as 80 days and seamlessly integrate new brands within mere weeks, allowing rapid focus on performance optimization. Retta Abraham, who served as LilyAna Naturals' former CEO and now acts as a partner at RDM Partners, commented, “The entire process, starting from the letter of intent, proceeded with remarkable speed and utmost professionalism.”

Indig reveals that certain brands in the portfolio have achieved year-over-year growth exceeding 100 percent. Moreover, brands that entered the fold unprofitable have generally been steered toward profitability within 12 to 15 months. This turnaround success stems from Skyline's efficient shared back-office framework, which streamlines operations by centralizing critical functions such as logistics, financial management, and marketing efforts, thereby removing redundant costs. Coupled with a sharp emphasis on operational efficiencies, the entire existing portfolio now operates profitably.

“We’re not brand flippers. We buy brands for the long term.”

Skyline deliberately seeks out brands featuring focused product assortments and premium price points. Most of its brands begin their pricing at around $20 per item, scaling up to approximately $350 for higher-end offerings. LilyAna maintains a concise lineup of about 19 stock-keeping units, with individual products priced from roughly $20 and bundled sets exceeding $100.

Launched in 2014 as a digital-first skincare brand, LilyAna Naturals established its own manufacturing facility in the quaint town of Collinsville, Mississippi. The company ventured into traditional retail channels by introducing its products at major outlets like CVS and Target, testing the scalability of an Amazon-centric beauty business. Although it has since departed from those retailers, Indig attributes this to pricing discrepancies that hindered sustained viability. Nevertheless, retail expansion remains a cornerstone of Skyline's growth blueprint for LilyAna, though future partnerships will target upscale destinations such as Ulta Beauty, Nordstrom, Sephora, and Space NK.

A primary objective for Skyline involves diversifying LilyAna away from its heavy dependence on Amazon toward proprietary e-commerce platforms, where customer interactions foster deeper loyalty and higher lifetime value. The company plans to bolster LilyAna's global e-commerce footprint significantly. Skyline has already developed an international logistics infrastructure that facilitates quicker delivery times and opens doors to fresh markets, especially across Europe.

Indig reports that Skyline has retained approximately six to seven members from LilyAna's original team, reduced from a pre-acquisition staff of about 10 to 12 individuals. In total, Skyline employs around 35 people and maintains its headquarters in Fort Lee, New Jersey. The acquisition includes assuming control of LilyAna's in-house manufacturing operations, which hold potential to serve production needs across the broader portfolio. All of Skyline's manufacturing activities are based within the United States.

Skyline Beauty Group joins an expanding group of specialized platforms in the beauty industry, each dedicated to supercharging growth and profitability for brands that possess untapped potential—often limited by insufficient capital, narrow distribution networks, or neglect within oversized corporate structures. Comparable players in this space encompass Rare Beauty Brands, AS Beauty, Fundamental Brands, Society Brands, Windsong Global, and the Elevated Beauty Group supported by West Lane Capital Partners.

“While some brands exploded during the COVID era only to fade quickly after one or a few strong years, there remain resilient brands with exceptional products, earned consumer trust, and solid market positioning that struggle to scale further,” Indig observes. “That's precisely the niche where Skyline steps in to drive meaningful advancement.”