The niche Swedish-French fragrance brand BIBBI Parfum, launched last fall, has secured investment from Natura &Co venture arm Fable and JamJar Investments to support growth.WHO: Launched in October 2023, BIBBI Parfum was co-founded by Swedish-born creative designer Stina "Bibbi" Seger and her husband Jan Vilhelm Ahlgren, the founder of Vilhelm Parfumerie. Each scent draws inspiration from Seger’s meditative, subconscious state of mind, fusing artisanal craftsmanship with cutting-edge technology to create an entirely new realm of fragrance experiences for consumers. The perfumes were created with Robertet perfumer Jérôme Epinette and are priced at 245€. The brand launched exclusively with Liberty London and has rolled out to roughly 60 European doors, including Skins, Nose in Paris, Galilu in Poland, Crème de la Crème in the Baltics, Abanuk in Spain, and approximately 20 doors in Italy.WHY: The investment will help fuel global growth and help further product innovation and team development.IN THEIR OWN WORDS: Stina Seger and Jan Vilhelm Ahlgren, co-founders of BIBBI Parfum, said, "The combination of Fable’s profound industry knowledge, JamJar’s entrepreneurial spirit, and both partners’ extensive experience in brand building, creates a perfect match. This investment marks a significant milestone for our business and future success. We are thrilled to scale the brand together and continue to innovate within the fragrance category."Thomas Buisson, Managing Director, and Sophia Sun, Vice President at Fable Investments, said, "We are thrilled to announce our latest investment in BIBBI Parfum.