Seen Group, a beauty PR and communications agency, secures investment from Rockpool to scale technology, expand globally, drive innovation.
The business, headquartered in London and formerly part of The Casbah Group, counts Unilever, L’Oréal, Estée Lauder, Coty, Shiseido, and LVMH on its roster as well as brands like Byoma, FentyWhy Alli Webb Returned to Hair Care With Messy: Embracing Imperfection After Drybar Success Guy Nieuwenhuys, investment director at Rockpool Investments, said: “We are delighted to partner with Jane and the Seen Group team at such an exciting inflection point for the business.
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.” The investment follows a period of significant momentum for the business, including double-digit organic growth over the past three years. A key driver of this performance has been Seen Group’s Community X Seen division, home to the CXS platform, representing 4 percent of total revenue in 2022 versus 29 percent by the end of 2025. Jane Walsh, CEO of Seen Group, said: “ came at a real inflection point for the business. We’ve had three years of double-digit growth, and that has allowed us to not only test new products and services that are really resonating with our clients, but it’s also recognized where we are able to serve clients in a much more integrated ecosystem that perhaps we haven’t been able to do before. Having a PE house invest, there is a playbook which really supports, if you take it on in the right way, mass scale and opportunity, especially within something like CXS.” Over the past several years, Seen Group has also expanded into the U.S. and there’s now an equal split in revenue between the two countries. “I feel very proud of the fact that the business is seven years old in the U.S., and actually it’s about 50/50 in terms of our revenue. That’s not always the case. It sometimes takes a lot longer, and it definitely took us a second to crack, but then we did so,” said Walsh, although she still believes there is a lot of white space in the U.S., as well as in other geographies. “We’ve not even touched the sides of the U.S. so there’s a massive opportunity, just given the scale of the market.” Cruickshank, former chief digital officer at Carlsberg and a serial entrepreneur, is bullish on the beauty sector. “I am big on beauty, even though, if you look at the macro, consumer deals, including beauty, are having a bit of a tougher moment, but I truly believe that that will come back. And it’s exciting to be inservices at this moment in time. I’m part of this team that’s helping to crack the code of some of that. “Seen Group has a range of magnetic attributes: deep category expertise, an exciting growth trajectory, hyper-relevant tech-enabled services to many of the world’s leading beauty brands, and a deeply passionate and talented team,” she continued.. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google WWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
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