SEEN Group, a globally recognised beauty specialist marketing services business, formerly part of The Casbah Group, has received strategic growth investment from private equity firm Rockpool Investments. The investment will support expanded client value in a rapidly changing landscape and further innovation in CXS, SEEN Group’s first-to-market proprietary beauty specialist micro- and nano-creator platform.
A collective of four divisions spanning Brand and Campaign Strategy, Creative and Content, Communications and Talent, Brand Experience, and Influencer Marketing will continue to operate as a powerful ecosystem, enabling clients to engage holistically or selectively depending on their objectives. Together, these divisions form the foundation of SEEN Group’s success and will be further strengthened through the Group’s next phase of growth. This investment marks a significant milestone, accelerating SEEN Group’s ambition to become the leader in transformative beauty marketing - combining unrivalled technological innovation with human expertise.
As a globally recognised integrated business of influence, SEEN Group works with a world-leading client base and holds longstanding relationships across global beauty powerhouses, including Unilever, L’Oréal, Estée Lauder, Coty, Shiseido, and LVMH. Alongside these established partners, SEEN Group has also launched and scaled emerging brands such as Byoma, Fenty Beauty, Milk Makeup, Monday Haircare, and Biodance, among many others. SEEN Group continues to represent the British Beauty Council, the not-for-profit organisation dedicated to solving beauty’s shared challenges on a pro-bono basis, and has done so since its inception.
SEEN Group is powered by a collective of more than 80 exceptional, dynamic, female-first talent, committed to delivering excellence and building a high-performance culture across the business. This approach has been recognised externally, with SEEN Group awarded a Sunday Times Best Places to Work accolade in both 2024 and 2025.
The investment follows a period of significant momentum for the business, including accelerated 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. Since launch, CXS has delivered explosive triple-digit growth across both the UK and US, representing 4% of total revenue in Dec 2022 vs 29% of total revenue in Dec 2025. This reflects its distinctive community-first, tech-enabled positioning. With more than 40,000 creators meticulously categorised by beauty preferences and cultural interests, and the ability to reach almost one billion beauty-engaged consumers, the investment supports an ambitious roadmap for CXS’s next chapter.
Jane Walsh (pictured third to the right), CEO, SEEN Group, said: “This investment marks a major moment for SEEN Group. It enables us to bring world-class expertise, new capabilities, and powerful tools into the business, while continuing to invest in the exceptional team that has built SEEN Group into what it is today. I am incredibly proud of the people behind our growth and the culture they’ve created. With this backing, we can accelerate our ambitions, delivering an even stronger client experience and expanding the products and services that drive real value for brands in an industry that is evolving faster than ever.”
As part of the investment, SEEN Group is delighted to welcome Nancy Cruickshank (pictured second to the right) as Chair.
Walsh continues, “Nancy brings deep experience in technology, digital transformation, and consumer-centric growth, with senior leadership and board roles spanning global businesses and high-growth environments. Her perspective will be invaluable as we strengthen our offering and continue to evolve as a trusted, forward-looking partner for clients.”
Nancy Cruickshank, SEEN Group Chair, shared: “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. I am thrilled to be collaborating with Jane and Rockpool Investments as we embark on this next chapter of innovation and growth.”
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.”
Tim Bourne, CEO of The Casbah, noted: “The sale of SEEN Group is a hugely proud moment for all of us at The Casbah. Launched in 2007, SEEN has grown into a truly world-class beauty business. Since taking the helm in 2019, Jane has delivered consistent double-digit growth and leads an exceptional team of global beauty specialists. CXS, the agency’s proprietary beauty influencer platform, has been a game-changer that will accelerate the agency's next phase of digitised global expansion. We are delighted to hand over the reins to Rockpool Investments, whose strategic and commercial expertise will be a perfect complement to the team’s sector expertise.”
SEEN Group’s progress to date reflects the dedication of teams across the business and the strength of collaboration with clients and partners. With this investment, the Group enters its next phase with clear priorities: strengthening delivery, accelerating innovation, and continuing to build a market-leading ecosystem for brands and creators.
Image courtesy of SEEN Group
