White Oak Partners Initiates the Acquisition of
Beauty4U by Promise Holdings

December 24, 2025

White Oak Partners initiated the acquisition of Beauty4U by Promise Holdings.

Beauty4U is a large beauty supply retailer with several physical stores in the US (MD, VA, CA) and an online presence, offering numerous hair and beauty products.

Promise Holdings is a private holding & investment company that invests in and operates early and late stage businesses in four primary Consumer industry sectors (The Four F's): Food (Food & Beverage), Fashion (Fashion & Beauty), Fun (Entertainment & Leisure), and Future (Consumer Technology).

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