Eadem Scores Fable Investments Funding

PARIS — Fable Investments, Natura & Co.’s venture capital fund, has taken an undisclosed stake in Eadem, which creates products for people of color.

“Eadem focuses on empowering bare-skin confidence for individuals with melanin-rich skin and has made a stunning debut at Sephora U.S.,” wrote Fable Investments in a LinkedIn post that went live Wednesday morning.

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“We are excited to partner with Marie Kouadio Amouzame, Alice (Lin) Glover and their inspiring team, who are not only delivering exceptional products, but also doing important work to progress the beauty industry,” Fable continued.

Eadem Dew Dream Hydrating Makeup Removing Cleansing Balm
Eadem Dew Dream Hydrating Makeup Removing Cleansing Balm

Kouadio Amouzame and Lin Glover launched Eadem in May 2021 to tackle tokenism in the beauty industry and create products that address skin concerns experienced by people of color, especially hyperpigmentation.

Terms of the stake in Eadem were not disclosed, but Fable generally invests between 2 million euros to 10 million euros into beauty companies.

Eadem made its debut in the U.S. with its Milk Marvel Dark Spot Serum, a three-in-one gel serum blended with amber algae, niacinamide and vitamin C that’s said to target excess pigmentation in the skin while creating a glowing complexion. On its website a 30-ml. bottle sells for $68.

Eadem has subsequently expanded to include products such as — most recently — the Cashmere Peel, an exfoliating AHA and PHA toner, and the Cloud Cushion brightening moisturizer.

The brand caught the attention of Sephora early on, and it became part of the beauty retailer’s accelerator program in 2021. Eadem was also a recipient of Glossier’s first grant program for Black-owned businesses. Through both programs, Eadem founders received guidance from industry executives, access to manufacturers and other resources to build their brand.

Eadem cofounders
Alice Lin Glover and Marie Kouadio Amouzame, cofounders of Eadem.

Eadem has been building a community, as well as a consumer base. It offers a digital platform where the brand shares beauty-related stories from women of color.

Fable’s other investments include in Perfumer H, its first funding deal in late May 2021. Other investments in beauty and well-being companies include Maude, Stratia and Loli Beauty.

For Natura & Co., smaller investments made through Fable may provide footholds in new markets.

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