How Jennifer Aniston And Reese Witherspoon Helped Viviscal Exit For 15 x EBITDA
James Murphy, Founder and CEO of Ireland-based Lifes2Good, bought and developed Viviscal, which is a product that promotes hair regrowth for women.
Viviscal got endorsements from A-list celebrities like Jennifer Aniston and Reese Witherspoon on its way to €50 million in revenue.
Murphy received 10 offers for the company and narrowed it down to two finalists. In the end, Viviscal sold to Church & Dwight (C&D), the owner of Arm & Hammer toothpaste and Trojan condoms, for €150 million representing approximately 15 times Viviscal’s EBITDA.
In this episode, you’ll learn:
- The important shift from distributing a product to creating a brand
- How Murphy got 30% of his revenue from recurring subscriptions
- How Murphy safeguarded his secret hair regrowth formula during due diligence