What Matters, the eco-friendly beauty, hygiene, and home care brand, has landed €4 million in funding.

WHO: Charlotte Catton and Franck Ladouce founded the French eco-friendly beauty and home care brand What Matters. The business was launched in September 2020 to change consumption of everything from face care to laundry detergent, with 18 products and 60 references, all made in France. Its certified organic formulas are packaged in trademarked and patented Reinforced Glass bottles and priced from €6.80 to €22.

WHY: The new funds will be used to accelerate growth and expansion into new categories, brick-and-mortar retail, and hotels, as well as international markets.

IN THEIR OWN WORDS: "We launched the brand a little more than one year ago with the huge ambition of changing people's way of consuming product—from skincare to hygiene—through pleasure," rather than a focus on environmental concerns, co-founder Charlotte Catton told WWD.

“But to finance and to help this quick growth, we thought that it was necessary to have, of course, money because we have big inventory, but also people that can help us grow in a good way," Catton continued. "That's why we decided to find investors that are not only financial but that are strategic.”

DETAILS:

• The fundraising round included Altair, supported by Eurazeo, BPI France, Citizen Capital, Manzanita Capital, and Camélias.
• Ohana & Co. acted as the advisor to What Matters and has invested in the round.
• The business generated almost €3 million online during its first 16 months.
• The brand entered physical retail in September 2021 with a 320-square-foot corner in the Printemps department store.
• As What Matters grows internationally, it will consider producing locally on each continent, in keeping with its ecological philosophy.
• Catton and Ladouce formerly founded Keneo, a sports marketing agency that rang up €20 million annually, which was sold to Dentsu Aegis in 2016.