Herbivore Scores $15 Million in Series A Investment


Herbivore has received $15 million in Series A investment, led by venture and growth equity firm Silas Capital.

S1 Fund, a consumer-focused venture capital firm specializing in investor-backed brands also participated in the round.

Launched by Alex Kummerow and Julia Wills in 2015, Herbivore sells its more than 35 SKUs—known for their botanical ingredients and minimalist packaging—at retailers including Nodstrom, Space NK and Sephora.

“Skincare was the initial category to embrace clean beauty, and Herbivore was one of the original brands helping to pioneer that movement,” said Kummerow. “Having bootstrapped the business to date, we are eager to leverage this capital infusion to expand our manufacturing capabilities and increase brand awareness through digital and in-store marketing.”

Silas specializes in emerging consumer brands, investing to help them grow and offering resources and capabilities to drive e-commerce and digital expansion. Its portfolio of investments includes Ilia Beauty, Lord Jones and Casper.

“We have tremendous respect for what Alex and Julia have been able to accomplish in a relatively short period of time without the benefit of any outside invested capital to date,” added Silas partner Brian Thorne.

“Herbivore's 100% natural formulations uniquely marry tangible results and sensorial luxury at an accessible price point—a proposition that has earned the brand its coveted status among consumers, influencers, retailers and investors alike. Already one of the fastest growing skincare brands at Sephora, we look forward to strengthening that relationship, while amplifying the company's e-commerce business and sizeable Instagram presence.”

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