Original Additions has been the leader in the beauty accessories market for over 30 years.

The business is behind some of the UK’s best-selling beauty accessory brands in eyelashes, nails and cosmetics, including Eylure, Elegant Touch and Salon System.

In July 2011, LDC invested in the secondary buyout of Original Additions.

Since the original investment LDC has supported the organic growth of Original Additions as the management team built on its established and dominant position in the UK and entered new international markets.

In 2016 LDC completed the sale of Original Additions to US-based beauty and personal care company PDC Brands. The deal, which generated a 2.3x money multiple and exit proceeds of £37million, will further accelerate Original Additions’ international expansion.

During its tenure, LDC helped to take the Original Additions brands to a number of major US retailers, including Ulta, Kohl’s, Target and Walmart. Revenues for the financial year ending 31 March 2016 were £42million.

We had grand plans for the business back in 2011 and needed a long-term partner that could match our ambition. The team at LDC provided the strategic and financial backing that has transformed Original Additions and overseen the rapid growth of our overseas presence. Now, as part of the PDC Brands network, we have a great opportunity to build on the success that we have already achieved and take our popular brands to new customers and markets.
Managing Director, Original Additions