Female-led specialist investment fund Vaultier7 expands its wellness portfolio leading a €10MM Series B investment in French mom and baby personal care brand Joone.
WHO: Founded by Carole Juge-Llewellyn in 2017, Joone is a brand of eco-responsible cosmetic and hygienic products for the whole family. The brand has built a solid reputation for being the most transparent, cleanest brand for baby care in France, with its core offering of chic diapers, and derma-cosmetics for mom and baby.
Founded by dealmakers Anna Sweeting and Montse Suarez, and backed by elite investors, Vaultier7 (V7) is the UK’s first specialist investment fund dedicated to partnering high-growth category creators and disrupters in the converging sectors of Beauty & Personal Care, Health & Wellness, and Lifestyle.
WHY: The capital will allow the company to step up product development and international expansion plans.
IN THEIR OWN WORDS: V7 commented, “We immediately saw that Joone goes beyond being another diaper brand, or a baby brand. Rather than emphasizing single products, price, promotions and other aspects many baby care brands focus on, Joone’s DNA is bedded in wellness for the family, with a focus on provenance, people, passion and purpose. And at the center of everything the brand does, is its radical mission to make everything that touches the family, the cleanest products possible and to advocate radical transparency in this, always without compromising on design and customer service. Strongly rooted in its community we saw that Joone has won the hearts and minds of parents who more than ever are looking for brands that they can trust with a clear, compelling and inclusive message.”
As a digitally native vertical brand, Joone has by nature a solid digital footprint. Joone’s Founder & CEO, Carole Juge-Llewellyn, said, “We were first to disclose our own toxicological results on our website. We keep on pioneering by being the only ones who disclose their price structure and production videos for every product with our online platform DOORZ, which uses blockchain technology to trace all the components and fabrication events. All available in one click at the moment of purchase, to ease families’ minds when they are eager to know more about the products they use. We give consumers the ability to voice opinions, stand for values, and contribute to the evolution of the brand.”
“We have been watching the category, knowing the traditional brands weren’t doing enough for today’s consumers, but we couldn’t see the ‘soul’ in the new wave of ‘organic’ disruptors of recent years. ‘What about the experience?’ we had asked ourselves. These are things that are going on our baby’s body every single day. We always talk about partnering brands with an innovative agenda and a distinctive point of view, and Joone could not be a truer example of this. With them, and their community, there’s a new opportunity to invent and celebrate every single day. We are tremendously proud to join the brand on its journey to be a trusted partner in taking care of their families,” V7 said.
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