Herbivore, the American brand of clean cosmetics, has raised $15 million

Herbivore, a Seattle non-toxic skin care brand, announced that it has received $15 million in round A financing. This round of financing will help us expand production capacity and enhance brand awareness through digital marketing and in-store marketing.

On August 12, Herbivore, a Seattle-based non-toxic skin care brand, announced that it had received $15 million in round A financing, led by Silas Capital, a private equity fund, and participated in Stage 1 Fund. In 2011, Alex Kummerow and Julia Wills founded Herbivore in a kitchen in Seattle. With its iconic minimalist aesthetic design and non-toxic skin care products, Herbivore has gained popularity in social media. Herbivore's many skin care, body care and bath products are made of high purity, high activity and high concentration of vitamins, minerals and plant ingredients. At present, Herbivore has more than 500 sales counters in the world, including famous retailers Nordstrom, Credo, Space NK, Carbon Beauty, Follain and so on. In 2015, Herbivore also partnered with Sephora, a global cosmetics retail giant, to become one of Sephora's fastest growing skin care brands. Alex Kummerow, co-CEO of Herbivore, said: "The concept of clean cosmetics was first welcomed in the field of skin care, and Herbivore was one of the first brands to promote this concept. Our business is expanding, and this round of financing will help us expand capacity and brand awareness through digital marketing and in-store marketing. Julia Wills, Co-CEO and Chief Creative Officer of Herbivore, said: "With the financial and professional support of Silas Capital and Stage 1 Fund, Herbivore and its talented team members will embark on a new journey to make Herbivore a leading brand in the field of clean cosmetics." Brian Thorne, partner of Silas Capital, said: "Alex Kummerow and Julia Wills can lead Herbivore to such an excellent achievement without any external investment. Herbivore combines minimalist aestheticism with the idea of natural non-toxic skin care perfectly. With the price of the people, Herbivore has won the favor of consumers, social media opinion leaders, retailers and investors. Herbivore has become one of Sephora's fastest growing brands. We hope to strengthen Herbivore's business in the future and expand its distribution in Instagram. Jeremy Triefenbach, partner of NbspStage 1 Fund, said: "In the past few years, we have been working closely with Herbivore to provide financial advisory services. We are pleased to be able to further strengthen our partnership. Herbivore is also one of the first venture capital funds we launched. We believe that the field of clean cosmetics has tremendous potential for development. We hope Alex Kummerow and Julia Wills can continue to lead Herbivore to develop continuously to meet the needs of more consumers.

Earlier this year, Natural Beauty, which is also based on the concept of Clean Beauty. The makeup brand Jane Iredale was acquired by San Francisco Equity Partners, a San Francisco private equity fund. 

Silas Capital is an emerging growth private equity fund and venture capital institution founded in 2011 by Cao Qifeng, a well-known Chinese fashion tycoon. In 1997, he successfully managed the listing and acquisition of Michael Kors, Tommy Hilfiger. Fund partners also include many experienced entrepreneurs and investors in retail, Internet and other fields.

Silas Capital not only has a strong financial background, rich e-commerce digital marketing expertise, but also has a deep understanding of traditional wholesale and retail channels. Silas Capital is committed to investing early in the new generation of consumer brands and retail companies to help brands achieve significant growth and improve brand profitability, operational efficiency and awareness. Currently, its portfolio includes Bare Snacks, Bellroy, Boll & Branch, Casper, Chief, Dos Toros, Dr. Roebuck's, HATCH, ILIA Beauty, Naadam, Lord Jones and Summersalt.

Stage 1 Fund is a venture capital company founded by Stage 1 Financial, an accounting and financial service institution, last year. Stage 1 Financial is committed to providing accounting, financial and business services for emerging consumer brands. Stage 1 Fund is committed to investing in Stage 1 Financial's promising emerging consumer brands with low risk and high return. Currently, Stage 1 Fund's portfolio includes HATCH, Lemon Perfect and Pudsy.