OSEA Malibu, the pioneering seaweed-powered skincare brand from California, has drawn renewed industry attention thanks to its recent strategic investment from General Atlantic, a global growth equity firm. This partnership, finalized in September 2025, promises to fuel further international expansion, elevate product innovation, and cement OSEA’s three-decade legacy as one of clean beauty’s defining disruptors.
The Roots of OSEA Malibu
Founded in 1996 in Malibu by mother-daughter duo Jenefer Palmer and Melissa Palmer, OSEA Malibu was born from three generations of women passionate about harnessing the ocean’s healing power and holistic self-care. With a philosophy rooted in botanical actives and seaweed, the Palmers insisted from the beginning on transparency, vegan formulations, and avoiding toxic ingredients—values that put OSEA far ahead of the clean beauty curve.
“I always say: OSEA chose me. I would be in top five list of least likely to start a skincare brand. I’m not a beauty person! I think that’s what makes OSEA unique; it was a totally different perspective on beauty. Ultimately, beauty is wellness and kindness,” Jenefer Palmer explains.
The brand’s name even communicates its ethos: “Ocean, Sun, Earth, Atmosphere: it’s the elements of life, wellness, and beauty. It took me three years to come up with the name OSEA, but I wanted a name that was truly representative of our mission,” Palmer highlights.
What Sets OSEA Apart
OSEA Malibu’s launch product, Undaria Algae Body Oil, quickly became iconic among influencers and luxury spas for its potent blends and sensorial experience. OSEA now generates over $100 million in annual sales, and its portfolio includes bestsellers like the Undaria Algae Body Oil ($54), Hyaluronic Sea Serum ($88), Dream Night Serum ($88), and Ocean Eyes Age-Defying Eye Serum ($58). Products are distributed globally via Ulta Beauty, Bluemercury, Nordstrom, Credo, and MECCA, plus select spas and resorts.
OSEA describes its formulas as “clinically proven,” with an emphasis on traceable actives and eco-conscious packaging: “People would ask: Why do you put it in glass, plastic would be so much nicer? But when you’re halfway through a plastic container, the polycarbons of the plastic start to infuse your cream. There was a big pushback on the aesthetic, on the skincare not being pretty or pink. But naturally-derived ingredients can be highly active, highly potent,” recalls Jenefer Palmer.
Growth, Challenges, and a Family Legacy
Melissa Palmer, now CEO, became a driving force for the brand’s business and digital strategy after joining her mother in 2016). “Sure, there are other people who could be the CEO, but I never would have trusted them. What makes Melissa so extraordinary is that she truly understands me. Some of her cells are in my brain! She did a slow takeover of the company right underneath me, and it’s been just terrific… Everything she’s touched — and she’s had her hands in every part of the brand, starting with shipping things out of our garage — has turned to gold,” says Jenefer, reflecting on the partnership.
Since Melissa Palmer became CEO, OSEA has grown by a staggering 7600%. The brand’s values—kindness, transparency, a commitment to ocean conservation, and women-led leadership—are central to both daily operations and ongoing growth.
The General Atlantic Investment
OSEA Malibu’s partnership with General Atlantic, finalized in September 2025, is pivotal. “OSEA is a rare brand that combines three decades of family values, consumer trust, and category leadership. We are honored to partner with Melissa, Jenefer, and the OSEA team to help carry the family’s legacy forward and to support their vision for clean beauty innovation and global expansion,” said Andrew Ferrer, Managing Director at General Atlantic. Previous investor CAVU Consumer Partners, which backed OSEA in 2020, has fully exited the brand, opening the door for this new phase of expansion. The investment will enable OSEA to strengthen its presence in core markets and bring its innovative products to consumers and retail partners worldwide.
Melissa Palmer, CEO and co-founder, shared, “Getting to know people really is important for building a successful partnership”…“I have always been so impressed by them that it really opened the conversation…We have such a big opportunity ahead. We’re really focused on raising brand awareness.”
Looking Ahead
OSEA Malibu’s future is bright. With this new strategic investment, a dedicated family at the helm, and a loyal, global customer base, the brand is poised to amplify its pioneering clean beauty legacy and drive forward into markets worldwide.
OSEA Malibu’s story proves that clean beauty can combine heritage, innovation, and purpose—and with General Atlantic’s support, the next chapter is just beginning.
