Key Takeaways:Amazon-native LilyAna Naturals has new owners.The brand’s flagship Retinol Cream and Eye Cream have earned over 110,000 customer reviews on Amazon.The transaction marks a successful exit for RDM Partners and its capital partners.Skyline Beauty Group strengthens its beauty and personal care portfolio with the acquisition of LilyAna Naturals.WHO: Founded in 2014 in Mississippi, LilyAna Naturals is a leading direct-to-consumer skincare brand recognized for its clean, effective, accessible, and affordable formulations. The brand’s flagship Retinol Cream and Eye Cream have earned over 110,000 customer reviews on Amazon. The product lineup also includes the brand’s popular Face Cream and Vitamin C Serum. All LilyAna Naturals products are cruelty-free and manufactured in the United States. Under RDM Partners’ ownership, LilyAna Naturals grew into a nationally recognized brand with a strong e-commerce presence. The company built a loyal global customer base through high-quality, results-driven formulations and a commitment to affordable skincare.RDM Partners is a family-run investment firm that partners with family-owned and founder-led businesses through ownership transitions. The firm focuses on control acquisitions of companies with $3M–10M of EBITDA across the lower middle market, with particular interest in healthcare services and other essential services industries. RDM Partners combines hands-on operational expertise with long-term capital to preserve company culture while driving sustainable growth.