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Our Story

Founded by Mike Jatania and Paul Raphael with the vision of harnessing the disruption happening in the space, Auréa has become the leading investment platform exclusively focused on New Age Beauty, Wellness, and Longevity.

Auréa is focused on digitally native, founder-led disruptive brands who have embraced new trends in science-backed products, natural and clean ingredients, ESG and sustainability. This is a sector where innovation is coming from new age brands and where large multinationals seek to acquire future category leaders. The space enjoys secular growth, high margins and defensive characteristics demonstrated by resilience in the face of past market downturns.

Based in London, New York, and Paris, we cover the two largest consumer markets and offer tangible value creation capabilities such as brand management, data & insights, global expansion, operational capabilities, digital commerce, product innovation, and logistics.

We represent a differentiated space between classic PE and large corporates in the lifecycle of the brands, enabling founders to preserve creative autonomy and freedom to keep innovating.