Cathay Capital has increased their stake two years after an initial investment and Weinberg Capital Partners has taken a minority share in the French niche perfume brand Juliette Has A Gun.
WHO: The Paris-based niche perfume label Juliette Has A Gun was founded in 2006 by Romano Ricci, a great-grandson of Nina Ricci, with the goal to create “something closer to women’s daily lives.” They have a disruptive approach to niche perfumery, focusing on women's empowerment through beauty. “Juliette” is modern, strong willed, romantic, and irreverent—she uses fragrance as a silent weapon of affirmation and seduction.
WHY: With the fresh capital, the brand will consolidate its presence in its key geographies in the US, China, and the Middle East, as well as further develop in Latin American and South East Asian perfume markets.
IN THEIR OWN WORDS: Romano Ricci, founder of Juliette Has A Gun, said, “Juliette has a gun gained significant audience over the last years, especially among young women who are now looking for more originality and a real quality experience to mark their singularity. Juliette Has A Gun’s clients identify themselves to our elegant, modern & feminist essence. We would like to thank the Cathay team for their continued support and trust and are delighted to pursue our collaboration, and warmly welcome Weinberg Capital Partners. We are convinced that their combined expertise will take the brand to the next stage.”
Edouard Moinet, Partner at Cathay Capital, added, “We have been very impressed with the transformation of Juliette Has a Gun over the last three years and the implication of its expert teams & management which have led them to a real success story. Juliette Has a Gun is the perfect example of a high-end international company fostered by the Cathay ecosystem. We are proud to remain part of their cross-border growth journey and believe the brand still has significant runway, which is why we are investing even more this time alongside Weinberg Capital Partners to accelerate their development even further.”
Philippe Klocanas, Partner at Weinberg Capital Partners, said, “We were seduced by the brand's disruptive identity, which breaks the codes of the industry, as well as its ability to attract younger generations. Its traction in markets as competitive as China and the United States best illustrates its potential. We warmly thank Romano, Antina and Cathay for choosing us as their new partner and look very much forward to bringing our customer centric expertise to the brand.”
TRIBE DYNAMICS EMV: French fragrance brand Juliette Has A Gun came into Q2 with guns blazing. The brand enjoyed $1.5MM EMV, a 167% QoQ surge that stemmed from respective 55% and 105% QoQ increases in community size (282 creators) and content volume (624 posts). The bulk of Juliette Has A Gun’s total stemmed from creators who hadn’t mentioned the brand in Q1, with this incoming cohort driving $1.0MM EMV, or two-thirds of Juliette Has A Gun’s total. This haul vastly outweighed the $186.9K EMV driven in Q1 by creators who subsequently dropped off in Q2. Many of these newcomers were promoting the brand’s Lust For Sun fragrance on TikTok, helping #LustForSun net an impressive $602.1K EMV as Juliette Has a Gun’s top Q2 hashtag.
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