Rockpool backs tech-enabled global beauty marketing specialist SEEN Group
Rockpool Investments has invested in SEEN Group, a globally recognised specialist marketing services partner to beauty and personal care brands with a proprietary social media influencer platform.
SEEN Group’s 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 with a combined reach in the hundreds of millions. Alongside CXS, SEEN Group supports the world’s leading beauty and personal care brands with an integrated suite of services spanning creative strategy, communications, events, analytics and brand experience, all delivered by specialist beauty and personal care experts from London and New York.
Rockpool is backing the existing management team to support SEEN Group’s next phase of growth. The Group is led by CEO Jane Walsh, who joined the business in 2012 and was appointed CEO in 2020. In both 2025 and 2024, SEEN Group was recognised as one of The Sunday Times Best Places to Work and was listed in The PR Net 100 for its industry-leading work, culture and team.
As part of the investment, SEEN Group has appointed beauty, fashion and technology entrepreneur Nancy Cruickshank as Chair. Nancy brings significant experience in technology, digital transformation, and consumer-centric growth, with senior leadership and board roles spanning global businesses and high-growth environments.
The investment will enable the company to further develop the CXS platform, expand into new geographies and categories, and capitalise on the strong tailwinds across the global beauty and creator economies.
Guy Nieuwenhuys and James Ashton led the deal for Rockpool.
“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. It will help us deliver an even stronger client experience and an enhanced suite of products and services that create meaningful value in a rapidly changing landscape.”
Jane Walsh, CEO of SEEN Group“SEEN Group has a range of magnetic attributes; deep category expertise, an exciting growth trajectory, delivering hyper relevant tech-enabled services to many of the world’s leading beauty brands and a deeply passionate and talented team. I am thrilled to be collaborating with Jane and Rockpool as we embark on this next chapter of innovation and growth.”
Nancy Cruickshank, Chair of SEEN Group
“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. SEEN Group is strongly placed to scale its technology, broaden its international footprint and accelerate growth while continuing to set the standard for innovation in beauty.”
Guy Nieuwenhuys, Investment Director at Rockpool Investments
Advisers
Rockpool was advised by Taylor Wessing (Legal), Ice Miller (US Legal), Moore Kingston Smith (Financial and Tax), Citrin Cooperman (US Financial and Tax), Plural Strategy (Commercial), The Continuum (Management) and Claritas Tax (Tax Structuring).
SEEN Group was advised by SI Global (M&A), Dentons (Legal) and Panamoure Consulting (Technology).
About Rockpool
Rockpool Investments is a private equity firm dedicated to creating opportunities for high-net-worth individuals and family offices to invest directly in private companies. Rockpool provides equity and loan capital to profitable UK-based companies and has invested over £800m since inception. In 2025, Rockpool was awarded PE House of the Year – Small-Cap (EV on entry ‹€25M) at the Real Deals Private Equity Awards.
