Mented follows $1 million in pre-seed funding by a new round of $3MM in series seed from lead investor CircleUp Growth Partners, which focuses on early-stage consumer brands.
WHO: Mented (short for “pigmented”) Cosmetics was founded by Harvard Business School classmates Amanda Johnson and KJ Miller. The brand started taking pre-orders for their first products in January 2017 but officially launched in March. Mented is a range of nude lipsticks that is vegan, nontoxic, and formulated especially for women of color. The brand plans to expand into a full range of color cosmetics.
Focused on investing in visionary founders, CircleUp Growth Partners leverages CircleUp’s proprietary technology asset, Helio, to identify innovative brands with differentiated products and provides entrepreneurs with a unique set of resources and actionable, data-driven insights to propel their businesses forward. CircleUp has a proven track record of identifying emerging brands and their current investments in beauty and wellness including HUM Nutrition, Supergoop, and Kosås.
WHY: The funding will fund product development and a new consumer insights analyst, a marketing manager, and an operations & customer service lead.
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