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VMG sells Babyganics to SC Johnson

VMG Partners sold Babyganics, a brand of personal care and household products for families with children, to SC Johnson. Financial terms were not disclosed. This is the second exit in VMG’s second fund. The firm specializes in branded consumer product companies in the lower middle market.


SAN FRANCISCO, July 26, 2016 –  VMG Partners, a private equity firm that specializes in investing in and building branded consumer product companies in the lower middle market, has completed the sale of Babyganics, a rapidly growing brand of personal care and household products for families with children, to SC Johnson.  Founded in 2004, Babyganics is a pioneering lifestyle brand offering family-focused products including skin care, bath care, sun care, insect repellent, oral care, hand hygiene, surface cleaners, laundry products, dish soaps, diapers and wipes.

Kara Roell, Managing Director of VMG, said, “The Babyganics brand has emerged as a true leader in the pursuit of providing unique and innovative products for today’s parents and their children.  VMG is extremely appreciative of the partnership built with Kevin Schwartz and Keith Garber, the leaders of Babyganics, and of the collaboration, creativity and exceptional performance of the entire Babyganics team in redefining the well-baby category.”

Mr. Schwartz, Founder & Chief Executive Officer of Babyganics, commented, “The partnership with VMG has provided us access to the right tools each step of the way, enabling our brand to grow and thrive – we’re thrilled with all that we’ve been able to accomplish together.  As we look to the future, our entire team is excited about the next phase for Babyganics with SC Johnson by our side.”

Babyganics represents the second exit in VMG’s second fund, following quickly after the sale of Justin’s to Hormel Foods.  Its first fund, VMG I, was fully realized upon the sale of Vega to White Wave Foods Co. in 2015.

About Babyganics

Babyganics is committed to providing parents with the tools they need to help them create their own baby-safe world. They offer an entire ecosystem of household and personal care products, from bubble bath to laundry care, sunscreen to toothpaste, dish soap to diapers and more.  Headquartered in Westbury, NY, Babyganics is a proud B Corporation with a focus on a creating positive impact in the community and the environment.     

About VMG Partners

VMG Partners is focused solely on partnering with entrepreneurs and managers to support the growth and strategic development of branded consumer products companies in the lower middle market.  Since its inception in 2005, VMG has provided financial resources and strategic guidance to drive growth and value creation in more than 20 companies. VMG’s defined set of target categories includes food, beverage, wellness, pet products, personal care, and household products brands.  Representative past and present partner companies include babyganics®, Health Warrior, Justin’s, Kernel Seasons, KIND Healthy Snacks, Natural Balance, Nature’s Bakery, Pretzel Crisps®, Perfect Bar, Quest, Spindrift, and Vega. VMG Partners is headquartered in San Francisco and Los Angeles.  For more information about the fund please visit