BeautyMatter NEXT Awards 2024 Sustainable Packaging Design winner Subtl Beauty closed $5.5 million in Series A funding to fuel growth. Cult Capital and returning investors Grouse Ridge Capital and Innovation Works participated in the round.
WHO: Pittsburgh-based Subtl Beauty was launched by Rachel Reid in 2019 with the idea of creating a solution-driven brand to solve makeup and skincare problems through innovation. The Subtl Stak takes traditionally bulky, oversized makeup products, which women use daily, and serves them in a compact, convenient stack, giving women more portability and flexibility in their daily beauty routine. The brand is only available direct-to-consumer online.
WHY: The investment will be used to build out the management team, marketing, and distribution.
IN THEIR OWN WORDS: Subtl Beauty founder Rachel Reid said on LinkedIn, "This milestone isn't just about capital; it's a testament to our commitment to providing time-efficient makeup solutions for busy women."
Sarah Woelfel, co-founder and partner at Cult Capital, told Beauty Independent, “We look at all categories of beauty, from skincare to cosmetics, haircare and personal care, and what we saw in particular in Rachel that was very different from what’s on the market is she’s really revolutionizing the convenience factor with a product that offers functionality and versatility that no one else is creating. And it caters to a specific audience that’s underserved in the beauty market, which is the time-strapped woman, whether that be a working professional, mom or even a makeup novice who wants easy-to-use products.”
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