Fast-growing UK beauty and personal care firm Quest Personal Care Global Limited (‘Quest’) has been acquired by international FMCG trading and brand development company, Brand Masters B.V. (‘Brand Masters’), in a transaction that will accelerate its innovation, product development, and international expansion. Interpath Corporate Finance advised Quest shareholders through the transaction.
Manchester-based Quest was co-founded in 1993 by Executive Chairman Antony Wagman and his father Eric. The business set out to become challenger brand to costly premium skincare by offering a product line of effective, consumer-driven skincare at affordable price points and has since grown into a leader in the beauty sector supply products in skincare, beauty, and personal care products to over 250 retailers and distributors.
Quest, which won North West Family Business of the year in 2025, employs a team of 90 and operates multiple brands in its portfolio, including Face Facts, SkinAcademy, and Headshock. The brand portfolio are distributed across more than 60 countries across key international retailers and distributors.
The transaction sees Quest join European FMCG platform Brand Masters. Based in The Netherlands and backed by Avedon Capital Partners, Brand Masters has shown strong organic growth over the past 10 years complemented by a buy and build strategy to further diversify its supplier and customer base, creating a broader product portfolio and geographical reach. The transaction will provide a platform to drive further innovation, product development, international reach and cross-selling opportunities for its brand portfolio, as well as enable the business to further expand into the high growth categories of skin, beauty and personal care. The combined company will generate revenues of over €300 million and create a team of more than 250 FTEs across Europe and Asia.
For Brand Masters, which operates across food, drinks, home care, and private label development through its BrandLab innovation unit, the transaction will take the FMCG platform into new retail categories as it continues to mature its offering as a full-service category partner for European non-food retailers.
Quest will operate independently within the group, preserving its brand identity, customer relationships, and Manchester-based team. Antony Wagman will step down as Executive Chairman, with Jamie Wagman remaining as Managing Director, working alongside the existing board of Holly Woyda, Bobbie Hirst, Steve Bradley & Kevin Cromhout, and will remain closely involved with the day-to-day operations and lead the next phase of growth.
Commenting on the transaction, Antony Wagman, co-founder and outgoing Chairman, said: “I am truly thrilled that the future of Quest will be in such a safe set of hands as Marcel Koekoek and his Board. I believe that we couldn’t have found a more perfect partner than Brand Masters. I wish my family, my Directors and the Quest staff the best of luck for the coming years. Shoot for the stars, Team Quest!”
Managing Director of Quest, Jamie Wagman, who will continue to lead the business alongside his sister Holly Woyda & Board Members Bobbie Hirst, Kevin Cromhout & Steve Bradley, added: “We are delighted to be partnering with Brand Masters and are looking forward to working together, learning from each other, and pushing each other to new heights. By combining the ‘Best of British’ with some ‘Dutch Courage’, we are certain that the future will be bright and we look forward to hitting the ground running.”
A team from Interpath Corporate Finance, which provided sell-side advisory to the Quest shareholders, comprised Managing Director Heath Snyder, UK Head of Retail & Consumer M&A Nicholas Hill, and supported by Andrej Yaksender and Lucy Tarran.
Managing Director Heath Snyder, who led the transaction team at Interpath, said: “The growth story at Quest has been remarkable having taken an impressive and diverse stable of brands in markets around the world. The acquisition by Brand Master is testament to the hard work of Antony Wagman and the whole team and will super-charge an already impressive growth trajectory – driving further its innovation and taking its products further than ever before. For Brand Masters, this is a really natural strategic fit and platform for further growth in the beauty space and with a firm that has been renowned for its speed to market. We wish the team all the best for the future.
“Beauty and personal care is firmly in the M&A spotlight. We’re seeing sustained activity as both private equity and strategic buyers seek platforms with international reach, strong brand portfolios and a clear innovation edge. Quest is a great example of the quality of assets coming to market and the continued depth of appetite for well positioned beauty and personal care platforms.”
Marcel Koekoek, CEO of Brand Masters, said: “Quest has built something very impressive — a fast-growing business with strong personal care products, fast-paced innovation, loyal customers, and a great team that knows how to win shelf space in a competitive category. That is exactly what attracted and excited us to welcome them into our group. We are looking to combine two strong businesses that make each other better. Together, we cover more categories, reach more markets, and offer more to our retail partners.”
