mynth
06/2026

FINETODAY acquired by BAIN CAPITAL

JAPAN Consumer Products / Personal & Household / Hygiene & Beauty Brands EV 1b - 4b USD

Context

The acquisition of FineToday Holdings by Bain Capital represents the full exit of funds advised by CVC Capital Partners through a 100% buyout transaction. The deal follows a multi-year value creation phase initiated in 2021, when CVC carved out FineToday from Shiseido and established it as a standalone consumer platform. Since then, the company has strengthened its operational independence, expanded its product innovation capabilities, and accelerated its growth across Asia, particularly in China and Southeast Asia. With this acquisition, Bain Capital takes control of a scaled personal care platform with a strong portfolio of established consumer brands and a leading position in the Japanese market. The investment thesis focuses on accelerating international expansion, further strengthening brand growth, and scaling the business across high-growth Asian markets. For CVC, the transaction represents a successful private equity exit following a classic carve-out and transformation strategy, combining operational improvement, geographic expansion, and platform building, with the potential for a future IPO under new ownership.

FINETODAY, which reported an EBITDA margin of LOGIN in 2024, is valued in this transaction at an EV/EBITDA multiple of LOGIN, representing a LOGIN to the average currently observed in the Retail & Consumer sector (11.1x).

Note that this data is based on contribution from our growing community, composed of M&A and Private Equity professionals, and has been verified by our team to ensure its accuracy.

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Target

FineToday Holdings is a Japanese consumer personal care group that develops and markets mass-market beauty and hygiene products across haircare, skincare, and grooming categories. The company was created in 2021 following the carve-out of the personal care division of Shiseido by funds advised by CVC Capital Partners. Since its creation, FineToday has operated as a standalone platform focused on building and scaling a portfolio of leading consumer brands in Asia. Its core brands include TSUBAKI, fino, SENKA, uno, Ag DEO 24, and KUYURA, covering haircare, facial care, male grooming, and body care segments. The company generates a significant share of its revenue in Japan while expanding strongly across China and Southeast Asia.

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Historical Financials (USD)

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REFERENCES

Valuation range: EV 1b - 4b USD

Revenue range: 450M - 900M USD

EBITDA range: 100M - 200M USD

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Authors: verified mynth contributor (mynth data is contributed by M&A / PE professionals and systematically cross-verified with private deal documents and official press releases).

Press release: view release

Target: finetoday

Acquirer: bain capital