Unilever invests in cosmetics brand Beauty Bakerie

Unilever Ventures has led a $3m seed round by cosmetics brand Beauty Bakerie that develops long-lasting beauty products. 

Closed on the CircleUp investment platform, the funding included investment from 645 Ventures and Blue Consumer Capital, along with individual investors such as American Express CEO Kenneth Chennault and Lazard Investment Banking managing director and co-chairman William Lewis.

Beauty Bakerie intends to use the funding to expand its product portfolio and consumer base.

The brand plans to launch at 10 Riley Rose locations, QVC UK, HSN, Sephora SEA, and 40 Wojooh stores in the UAE and Saudi Arabia by the end of this year.

Unilever Ventures director Anna Ohlsson-Baskerville said: "Attracting the attention of venture and strategic investors, Beauty Bakerie is disrupting the industry with high-quality and worry-free formulas based on the proposition of being ‘Better not Bitter’.

“We have been impressed by Beauty Bakerie’s e-commerce led model and consistent digital growth, as well as the strong engagement of the brand’s millennial consumer base.”

Founded in 2011, Beauty Bakerie offers bakery-inspired eyes, face and lip makeup products such as eyeliner, eyeshadow, eyebrow gel, face oil, glitter, setting powder, highlighters and liquid lipsticks.

In addition to its store in the US, the brand is available through certain retailers in the country, Poland, the Netherlands, South Africa, the UK, Iceland, Singapore and Australia.