Fable invests $2 million in skincare brand Stratia

By

Robin Driver

Published
Nov 28, 2021

Fable Investments, the corporate venture investment arm of Brazil’s Natura &Co, has taken a $2 million stake in Stratia Skin, a science-backed, Los Angeles-based skincare brand founded by Alli Reed.

 
Reed, who runs a skincare blog under her pseudonym, “The Acid Queen,” launched Stratia in 2016, as the next stage in her passion for scientifically researched skincare. The brand’s science-based ethos is reflected in is clear labeling and transparent ingredient declarations, as well as in its commitment to “efficacy for a wide variety of skin types.”
 
Drawing on its roots in the blogosphere, Stratia is also dedicated to educating consumers. The brand offers a range of resources concerning skin and skincare, in the form of videos on its YouTube channel, behind-the-scenes and myth-busting posts on Instagram, and a specific “Learn” section on its website.

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“I am truly thrilled to have found a partner in Fable that really understands, respects, and appreciates our philosophy and autonomy as entrepreneurs,” said Reed in a release. “I look forward to working with the Fable team to realize Stratia’s full potential and continue to develop products that cater for all genders, skin tones, and skin challenges and create skincare that actually works.”
 
Founded in 2020, Fable focuses on innovative, early-stage companies operating in the beauty and wellness industries. To date, its investments include Perfumer H, Loli Beauty, and Maude.
 
“Stratia immediately struck us as an outstanding example of a product-centric brand: authentic, innovative and confidently challenging the status quo in a meaningful way,” commented Fable managing director Thomas Buisson. “We are excited to build on the phenomenal traction already demonstrated since Stratia’s inception.”
 
In particular, Buisson highlighted Stratia’s average year-over-year customer growth of 250% and its 50% returning customer rate as signs of the brand’s strong potential. According to the executive, Fable will leverage its network of experts in operations, branding, finance and investment, as well as expertise from the Natura &Co portfolio, to support Stratia’s growth.
 
Led by a team with extensive experience in beauty and retail, Fable is managed independently, but its objectives are aligned with the operating principles of Natura &Co, which is currently the world’s fourth-largest pure-play beauty group. Natura &Co’s portfolio includes the Aesop, Avon, Natura and The Body Shop brands.