Simple, the third largest skincare brand in the UK, has been put up for sale by its private equity owner Duke Street Capital after receiving several unsolicited approaches over the past year.
It is understood that US investment bank Goldman Sachs has been mandated to run the auction of the business, which has been priced at over £250m.
All expectations point to the brand attracting plenty of interest from private equity firms and other skincare brands.
Duke Street bought Arcantia, owners of Simple and tampon brand Lil-lets, through a secondary buyout for £229m in 2004 from ABN Amro Capital.
Duke Street went on to sell-off Lil-lets to another private equity firm Electra, in order to focus on the Simple brand, which has since hit the number one spot for units sold, and has moved from being number four to number three women's facial skincare brand in Britain.
Revenues of £72m were recorded in the year to 31 December 2008 for Simple.
Simple, originally the name of a soap bar with no perfume, colour or additives, was invented by a doctor for his daughter, who had particularly sensitive skin.
