Mason Wells Acquires Onyx Brands

Press Release
Milwaukee, WI , October 28 2021

For more information, contact: Ben Holbrook, Senior Managing Director, 414-727-6422 or Dan Shanahan, Director, 414-727-6423

Mason Wells announced today that it has closed the acquisition of Onyx Brands, Inc. (“Onyx” or the “Company”). Onyx is a leading supplier of branded beauty and personal care products. CEO, Marsha Martin, an experienced beauty executive, established the Company in 1990. The Company will be owned by Mason Wells, Marsha Martin, and other board member co-investors.

Onyx is a designer, marketer, and manufacturer of branded beauty and personal care products for retail and e-commerce customers. The Company is growing rapidly and positioned squarely within the secular “self-care” beauty and personal care trends. The Company’s key product categories include (i) nail polish remover, (ii) foot care treatments and tools, (iii) specialty bath accessories, (iv) nail care, and (v) makeup mirrors and cosmetic bags. Onyx products are marketed under the Onyx brand across customers. The Company is headquartered in Little Rock, Arkansas, with an additional office in Bentonville, Arkansas.

“We are extremely excited about our Mason Wells partnership,” said Marsha Martin, CEO of Onyx. “They bring valuable insights and resources to Onyx based on prior investment experience in health & beauty companies that will help support long-term growth.”

Onyx’s experienced management team will be led by Marsha Martin, who is continuing as CEO. The Company will continue to leverage its brand and strong foundation in product development, supply chain management, and deep customer relationships to expand distribution and drive growth.

For more information, please visit the Onyx website at

About Onyx Brands

Onyx Brands is a designer, marketer, and manufacturer of branded health & beauty,  and personal care products serving the retail and e-commerce channels.

About Mason Wells

Mason Wells is a Milwaukee-based private equity firm that has raised $2.4 billion in aggregate across five independent buyout funds. The firm is currently investing out of Mason Wells Buyout Fund V, a $767 million fund. Since Mason Wells was formed in 1998, its buyout funds have invested in four specific industry sectors: Consumer Packaged Goods, Outsourced Business Services, Engineered Products & Services, and Packaging Materials & Converting. For more information related to Mason Wells, please visit the firm’s website at

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