How Bootstrapped Beauty Brands Are Growing

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Key insights

  • In order to stand out in the increasingly cut-throat beauty industry, nascent brands usually need to tap into venture capital to power their growth.
  • Founders are increasingly turned off by the pressure investors can put on their businesses to grow at all costs, preferring to take a more gradual and profit-led approach.
  • As funding rounds have slimmed, even brands who have successfully raised investment are looking for ways to expand without needing to re-up on capital.

“Consumer businesses, especially ones like ours where we’re selling a $12 deodorant, don’t need that much capital to get that started, and sometimes, it can be a hindrance,” said Sarah Moret, founder of deodorant brand Curie. For brands who can’t access – or don’t want – venture capital funding, how does growth happen? For The Business of Fashion, I explored brands who either bootstrapped it or explored alternative financing, and checked in with them about they’re growing sales and profits.

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