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SILAS CAPITAL, BELIADE INVEST IN CEREMONIA HAIR CARE

May 3, 2021
May 3, 2021
Ceremonia

Ceremonia Hair Care has closed $2 million in a new round of seed funding co-led by Silas Capital and Beliade.

WHO: Launched in October 2020 by Babba Rivera, Ceremonia is a clean haircare brand rooted in Latinx heritage with a mission to empower a confident natural that feels as good as it looks. Ceremonia is creating modern-day rituals, steeped in culture. The brand launched with Aceite de Moska, described as a miracle oil celebrated for numerous hair wellness benefits.

Since 2011, Silas Capital has been an active emerging growth equity and venture capital investor that partners with consumer brands in order to help these companies achieve significant revenue growth and profitability, improve operational efficiency, and increase brand recognition and value. The Silas beauty and wellness portfolio includes Herbivore, Ilia, Sakara Life, Cake, Function of Beauty, Feals, and Zitstika.

Beliade is an early-stage investment firm that builds and invests in next-generation consumer products companies that are based in the US, partnering with motivated founders and management teams who are disrupting the commerce landscape. Beliade’s beauty and wellness portfolio includes Kosas, Heyday Skincare, and Isla Beauty.

WHY: The investment will be used to expand beyond DTC to build an omnichannel strategy.

IN THEIR OWN WORDS: Babba C. Rivera, founder and CEO of Ceremonia, told WWD, “I wanted to find investment partners that understand beauty and wellness … We internally talk about hair wellness—it captures the essence of our company. We wanted investors who have experience, through their portfolio companies, going from direct-to-consumer to an omnichannel strategy.”

Brian Thorne, a partner of Silas, said in a statement that the firm has “strong conviction” that Ceremonia will “transform clean hair care.”

Martin Dolfi, Beliade’s founder and CEO, said in a statement that Rivera’s “focus on the historically underrepresented Latinx consumer segment” presents “a unique and large opportunity.”

DETAILS:

  • Ceremonia Hair Care closed a $2 million seed round co-led by Silas Capital and Beliade.
  • Ceremonia reported to WWD that it outperformed initial revenue projections by more than 50 percent, surpassing $100,000 in revenue within 100 days of its launch.

Ceremonia’s Wash Day shampoo and conditioner set, $32, is its bestseller. The Scalp Masajeador, $16, is its fastest-selling product, experiencing a tenfold increase in sales in the weeks following its launch.

In December 2020, Ceremonia raised $1 million in pre-seed funding from SoGal Ventures, XFactor Ventures, and Female Founders Fund.

Beliade has invested in clean beauty brand Kosas, Hill House Home, Rumble Fitness, and Carbon38.

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