EADEM, a beauty brand pioneering smart melanin beauty, received an undisclosed investment from Natura &Co venture arm Fable Investments.WHO: EADEM, launched in May 2021 by former tech executives Marie Kouadio Amouzame and Alice Lin Glover, focuses on empowering bare-skin confidence out of a commitment to inclusivity and the authentic representation of diverse beauty. Its products combine science-backed ingredients and heritage botanicals to effectively and gently care for skin of color. The brand is currently sold in Sephora in the US. Fable Investments is described by Natura &Co as a "purpose-driven corporate investment vehicle" that builds on the Brazilian company's experience of scaling premium brands. The group invests between a few hundred thousand dollars up to about $10 million in small brands that have proof of concept and a strong direct-to-consumer offering. Fable will consider holding on to investments longer than the traditional private equity, three to five years. The portfolio includes Perfumer H, Maude, Stratia, and Loli Beauty.IN THEIR OWN WORDS: “EADEM focuses on empowering bare-skin confidence for individuals with melanin-rich skin and has made a stunning debut at Sephora U.S.,” wrote Fable Investments in a LinkedIn post.“We are excited to partner with Marie Kouadio Amouzame, Alice (Lin) Glover and their inspiring team, who are not only delivering exceptional products, but also doing important work to progress the beauty industry,” Fable continued.DETAILS:Natura &Co’s venture capital fund Fable Investments has taken an undisclosed stake in EADEM.