THE WHAT? Natura &Co’s investment arm, Fable has invested US$2 million in up and coming skin care brand Stratia, according to a report published by Beauty Inc.
THE DETAILS The nascent brand, which was launched in 2016 and boasts a team of six has been branded ‘the next Paula’s Choice’ and has seen sales grow an average of 50 to 75 percent year-on-year since its inception.
THE WHY? The funds will be used to encourage trial, Stratia Founder Alli reed told Beauty Inc. “Customer acquisition is really the biggest hurdle we have, just getting them to try it once, and so that’s what this money is for. It’s to make sure as many people as possible are able to try Stratia.”