Natura investment vehicle Fable takes £2m stake in skincare start-up Stratia


By Becky Bargh
29-Nov-2021

Founder Alli Reed, otherwise known as The Acid Queen, developed her science-based products at home before starting her company in 2016


Fable, the investment vehicle created by Brazilian beauty giant Natura, has backed Los Angeles-based science-based skincare brand Stratia with a $2 million cash injection.

Founded by blogger Alli Reed, who writes under the pseudonym The Acid Queen, Stratia was developed at home before transitioning from Reed’s side hustle to a full-fledged skincare brand in 2016.

Starting with its first Liquid Gold moisturizer, its product line now extends to cleansers and serums, as well as a selection of other skus, priced affordably between $15 and $49.

Reed’s other mission with her brand is to create a platform to educate customers about skincare, which she talks about extensively on her YouTube channel and on social media.

“I want to create better educated skincare consumers overall, whether or not they become Stratia customers,” Reed said.

Speaking about her new investment, she added, “I’m so thrilled to have found a partner in Fable who truly understands, respects and appreciates our ethos and self-reliance as entrepreneurs.

“My boundless curiosity to understand how skin care products work has driven me to obsessively research, learn and understand this vast space.

“In the beauty industry, I so often see brands developing new products to capitalize on trends and buzzwords, but science often doesn’t back up those claims.

“I tirelessly research, test and validate the science behind our ingredients, sources of supply and even our packaging to ensure customers receive expertly formulated skincare.”

Meanwhile, commenting on his latest investment, Thomas Buisson, Director of Fable Investments, added: “Stria immediately struck us as an outstanding example of a product-centric brand: authentic, innovative and confidently challenging the status quo in a meaningful way. .

“We were impressed with Founder Alli Reed’s passion and commitment to cutting through the noise to truly understand the science behind products that really work and enlighten users about skincare.

“She has shown incredible resilience, determination and an ability to create lasting relationships with her clients – rare qualities that we relentlessly seek when investing.

Buisson also wants to capitalize on Stratia’s 250% year-over-year customer growth and is expected to expand the brand’s retail presence to new destinations.

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