SEEN Group, a globally recognised beauty specialist marketing services business and formerly part of The Casbah Group, has secured strategic growth investment from private equity firm Rockpool Investments. This investment will enhance client value in an increasingly dynamic landscape and support further innovation in CXS, SEEN Group’s pioneering proprietary platform for micro and nano beauty creators.
Comprising four interconnected divisions spanning Brand and Campaign Strategy, Creative and Content, Communications and Talent, Brand Experience, and Influencer Marketing, SEEN Group will continue to operate as an integrated ecosystem. This structure enables clients to engage holistically or selectively, depending on their objectives. Together, these divisions underpin SEEN Group’s continued success and will be further strengthened as the business enters its next phase of growth. The investment represents a significant milestone, accelerating the Group’s ambition to lead transformative beauty marketing through a combination of advanced technology and human expertise.
As a globally recognised integrated business of influence, SEEN Group partners with a world-class client base, maintaining longstanding relationships with major beauty organisations including Unilever, L’Oréal, Estée Lauder, Coty, Shiseido, and LVMH. Alongside these established names, the Group has successfully launched and scaled emerging brands such as Byoma, Fenty Beauty, Milk Makeup, Monday Haircare, and Biodance. SEEN Group also continues its pro bono support of the British Beauty Council, contributing to the organisation’s mission to address shared industry challenges.
The business is powered by a team of more than 100 highly skilled, predominantly female professionals, all committed to excellence and fostering a high-performance culture. This commitment has been recognised externally, with SEEN Group named in The Sunday Times Best Places to Work in both 2024 and 2025.
The investment follows a period of strong momentum, including sustained double-digit organic growth over the past three years. A key driver has been Community X SEEN, home to the CXS platform. Since its launch, CXS has achieved rapid triple-digit growth across both the UK and the US, increasing its contribution from 4% of total revenue in December 2022 to 29% by December 2025. With a network of over 40,000 creators categorised by beauty preferences and cultural interests, and the ability to reach nearly one billion engaged consumers, the platform is central to SEEN Group’s future growth strategy.
Jane Walsh, CEO of 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 welcomes Nancy Cruickshank as Chair.
Walsh added: “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 commented: “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 Group, noted: “The sale of SEEN Group is a hugely proud moment for all of us at The Casbah Group. 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 reflects the dedication of its teams and the strength of its partnerships with clients and collaborators. With this investment, the Group moves forward with clear priorities: strengthening delivery, accelerating innovation, and continuing to build a market-leading ecosystem for brands and creators.
