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Swedish Beauty Brand Foreo Considers Sale at Over $1 Billion

The Foreo UFO face mask device is displayed at the 2018 Consumer Electronics Show in Las Vegas, Nevada.

The Foreo UFO face mask device is displayed at the 2018 Consumer Electronics Show in Las Vegas, Nevada.

Photographer: Patrick T. Fallon/Bloomberg

Foreo AB, the six-year-old Swedish beauty company known for its electric facial cleansers and toothbrushes, is working with advisers as it considers selling itself, people familiar with the matter said.

The firm could fetch more than $1 billion in a sale, the people said, asking not to be identified because the deliberations are private. Private equity firms are expected to be among the bidders, one of the people said. The plans are at an early stage, and the company may still decide against a sale, they said.