July 05, 2023
Gauge Capital Announces Strategic Investment in Loving Tan

Southlake, TX – Gauge Capital (“Gauge”), a leading middle market private equity firm, announced that it has partnered with the founder and team of Loving Tan ( (the “Company”) to form a strategic partnership and recapitalize the Company.  Founded in 2010 and headquartered in Brisbane, Australia, Loving Tan is a leading luxury sunless tan brand. The Company services the prestige segment of the beauty industry through four key product categories:  self-tan mousse, self-tan creams, tan applicators / removal products, and gifts and sets. Loving Tan products are best known for their high-quality solutions with professional grade efficacy and can be found in a variety of prestige beauty retailers as well as online. 

As part of the investment, Gauge will appoint Hilary Daly as the Company’s CEO. Hilary brings with her vast experience in the skincare and bodycare categories and the relevant sales and marketing channels. Hilary will partner with the existing Australia-based team to drive organic growth of the Loving Tan brand and pursue add-on acquisitions within the sunless tan, suncare, and bodycare markets. 

“We are so excited about the future partnership with Gauge and the opportunities for Loving Tan. The brand was founded on the mission to deliver the highest quality products, and we feel this dedication to quality forms a strong foundation to drive the brand to the next level,” noted Loving Tan CEO, Hilary Daly. “Gauge’s history and experience in beauty and personal care will allow Loving Tan to accelerate growth with a partner that understands Loving Tan’s vision for the future and embraces our commitment to providing our customers with the best products possible.”

James Jackson, Partner at Gauge Capital added, “Loving Tan has built an impressive brand and portfolio of products that we are incredibly pleased to partner with. The team’s track record of product development, innovation, and quality is exceptional, and we look forward to helping support this continued investment in the future.”

“We couldn’t be more excited to partner with the Loving Tan team and Hilary to build upon the market success of Loving Tan’s products,” said Reilly McAllister, Vice President at Gauge Capital. “We believe there is a significant opportunity to build the Company into a global personal care platform through both organic growth and additional acquisitions.”

As part of the investment, James Jackson and Reilly McAllister from Gauge Capital have joined the Company’s Board of Directors.  

About Gauge Capital (
Gauge Capital is a leading middle-market private equity firm based in Southlake, Texas. Gauge invests in five key sectors: business services, food & consumer, government & industrial services, healthcare, and technology. The Firm manages more than $2.0 billion in capital and in 2020, 2021 and 2022, Inc. Magazine named Gauge one of the top private equity firms for founders. In 2021, 2022, and 2023 Gauge was also named to the Top 50 PE Firms in the Middle Market by Grady Campbell. In 2022, Gauge ranked in the top 5 out of 517 private equity firms in the HEC Paris – DowJones Small-Cap Buyout Performance Ranking. For more information, please contact Andrew Peix, Managing Director of Business Development at 

Disclaimer: From time to time, Gauge may be recognized or ranked by independent third-party rating services or publications. Such recognitions or rankings are generally based on information prepared or submitted by the recognized advisory firm, and are usually limited only to those advisory firms who choose to participate in such surveys. Any third-party recognition or ranking that may be included should not be construed as a guarantee that any client or prospective client will experience any specific level of investment performance or receive any specific level of customer service, as a result of such recognition or ranking. Furthermore, any such recognition or ranking should not be construed as an endorsement by any of Gauge’s clients. As such, clients and prospective clients should not put undue reliance on any of these statements.