SI Global was lead sell-side advisor to tech-enabled global beauty marketing specialist, SEEN Group on its investment from Rockpool Investments, the UK-based private equity firm.
Originally founded by The Casbah, and headquartered in London with operations in New York, SEEN Group is a globally recognised beauty specialist marketing services business, operating across Brand and Campaign Strategy, Creative and Content, Communications and Talent, Brand Experience, and Influencer Marketing. The business serves a world-leading client base, holding longstanding relationships with global beauty powerhouses including Unilever, L'Oréal, Estée Lauder, Coty and Shiseido, whilst also having launched and scaled a portfolio of high-growth emerging brands.
The business is led by CEO Jane Walsh, who joined in 2012 and was appointed CEO in 2020. Under her leadership, SEEN Group has been recognised as one of The Sunday Times Best Places to Work in both 2024 and 2025, and listed in The PR Net 100 for its industry-leading work, culture and team.
At the heart of SEEN Group's offer is CXS, its proprietary micro and nano-creator and influencer platform. CXS connects global beauty brands to a curated community of thousands of beauty-specific social media creators, giving brands a direct, scalable route into the creator economy.
Rockpool Investments has invested in SEEN Group to support its next phase of growth. The investment will fund further development of the CXS platform, expansion into new geographies and categories, and continued capitalisation on strong tailwinds across the global beauty and creator economies. As part of the transaction, beauty, fashion and technology entrepreneur Nancy Cruickshank has been appointed as Chair.
Jane Walsh, CEO of SEEN Group, said: "We are incredibly excited about what this investment enables: bringing new expertise and tools into the business while continuing to develop the exceptional team that has built SEEN Group into what it is today."
Tim Bourne Co Founder of The Casbah said: “After nearly twenty years of building SEEN Group within The Casbah into a category leader in beauty marketing, this transaction marks a natural next step in its growth. We are confident that Rockpool brings the capital and experience to support the business as it scales its technology platform and expands internationally, under Jane’s outstanding leadership”
Guy Nieuwenhuys, Investment Director at Rockpool Investments, said: “We are delighted to partner with Jane and the SEEN Group leadership team at such an exciting inflection point for the business. As beauty becomes ever more global, digital and creator-led, SEEN Group’s proprietary CXS platform, deep category expertise and outstanding team position the Group as the go-to strategic partner for the world’s most ambitious beauty brands.