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Dive Brief:
- Clean beauty brand Iris&Romeo is expanding its retail portfolio following an infusion of capital from a Series A investment with True Beauty Ventures.
- Iris&Romeo’s hero products, including Weekend Skin SPF 50 and Best Skin Days, will launch on Sephora.com on Tuesday.
- The brand will also use the capital to improve its supply chain, boost content and add to its current team with key hires.
Dive Insight:
Iris&Romeo’s partnership with Sephora builds on the brand’s retail expansion efforts. The company earlier this year launched its first retail partnership with Credo Beauty.
"Launching at Sephora is a pivotal moment for our brand,” Iris&Romeo founder Michele Gough-Baril said in a statement. “It gives us an opportunity to tell our story on a bigger level and for a whole new group of customers to try our products and fall in love.”
The investment from True Beauty Ventures will be used to fuel additional growth for the brand and allow it to reach new customers, according to Iris&Romeo’s CEO Tara Desai. “Our existing customer base is exceptionally loyal. Strengthening our ability to reach her in more places will accelerate our growth, especially within our 35+ demographic."
True Beauty Venture’s portfolio includes several popular beauty brands like K18, Cay Skin, Caliray, BeautyStat, Vacation, Maude and Dieux
“After three years of building a strong relationship with Iris&Romeo, we are thrilled to announce our lead Series A investment," Cristina Nunez, co-founder at True Beauty Ventures, said in a statement. "The brand is at a major inflection point driven by excellent product development, strong consumer demand, and an industry tailwind of multi-functional makeup-skincare hybrids.”
via https://www.aiupnow.com
Howard Ruben, Khareem Sudlow
