Rockpool Invests in Seen Group as CXS Revenue Soars to 29%
Seen Group secured an undisclosed private equity investment from Rockpool Investments and appointed entrepreneur Nancy Cruickshank as chair. The beauty PR agency reported double-digit organic growth over three years and grew its CXS platform revenue share from 4% in 2022 to 29% by end-2025.
1. Investment Deal and Leadership Change
Seen Group accepted a private equity investment from Rockpool Investments, with terms undisclosed. As part of the deal, entrepreneur Nancy Cruickshank joined as chair to guide strategic scaling and board governance.
2. Growth Metrics and CXS Platform
The PR agency achieved double-digit organic growth over the past three years and expanded its Community X Seen (CXS) platform revenue share from 4% in 2022 to 29% by end-2025. The CXS platform now connects over 40,000 nano creators with beauty brands.
3. Client Roster and Geographic Expansion
Headquartered in London and formerly part of The Casbah Group, Seen Group represents brands including Unilever, L’Oréal, Estée Lauder, Coty, Shiseido, and LVMH. Its revenue is now evenly split between the UK and U.S., with significant untapped opportunity remaining in the U.S. market.