LDC backed the existing management team led by Simon and Matthew Zussman.

Managing director Simon Zussman says: ‘With the continuing popularity or our high-profile false eyelashes and nails brands in the UK, together with a rapidly expanding overseas presence, the investment will support Original Additions in further realising its future growth ambitions.’

The buy-out is supported by two senior board appointments. Michael Thompson has joined form Procter & Gamble as chairman, and the chief executive of Eveden Group, Tracy Lewis, has been appointed non-executive director.

LDC investment directors Paul Figgins and Andy Grove led the deal and will join the Original Additions board.

Pragma provided commercial due diligence led by CEO Patrick Woodall. By analysing the market, distribution channels and main competitors, Pragma was able to advise LDC on the potential growth of the brand both internationally and within the UK.