Pittsburgh-based cosmetics startup Subtl Beauty is making waves in the makeup industry with its innovative approach to packaging and customization. The company recently secured $5.5 million in a Series A funding round led by Cult Capital, a New York-based private equity firm specializing in consumer brands. Previous investors, Innovation Works and Grouse Ridge Capital, also participated in the funding round.
Revolutionizing Makeup Packaging
Subtl Beauty is challenging traditional makeup packaging with its customizable “stacks,” referred to as “staks.” These clear containers are designed to fit conveniently in small handbags and feature layers of makeup that screw into each other. The modular design allows users to create personalized makeup sets tailored to their preferences and needs. The company emphasizes cruelty-free, vegan formulas without fragrance, parabens, and gluten, and all products are made in the United States.
Rachel Reid, the founder and CEO of Subtl Beauty, expressed her excitement about the funding round on LinkedIn, stating, “This milestone isn’t just about capital, it’s a testament to our commitment to providing time-efficient makeup solutions for busy women.” The company’s mission is centered around offering convenient and customizable makeup options that cater to the needs of women with active and busy lifestyles.
Innovative Solution for Busy Women
Subtl Beauty’s approach addresses the challenges faced by women on the go, offering a portable and efficient solution for makeup application. The clear containers and stackable design contribute to the company’s commitment to simplicity, ease of use, and customization.
Cult Capital’s significant investment of over $5 million underscores the confidence the private equity firm has in Subtl Beauty’s innovative business model and market potential. The Series A funding will likely play a crucial role in supporting the company’s growth, product development, and market expansion.
Subtl Beauty’s Journey
Founded in 2018 by Rachel Reid, a native of New Zealand who moved to Pittsburgh in 2007, Subtl Beauty has quickly gained attention for its unique approach to makeup packaging and its commitment to providing efficient solutions for modern women. The company’s concept of portable makeup stacks emerged from Reid’s personal quest for a convenient makeup routine, originally experimenting with repurposed contact lens containers.
As Subtl Beauty continues to redefine the makeup industry with its innovative products and packaging, the Series A funding positions the startup for further growth and impact. The support from Cult Capital, along with the participation of existing investors, reflects the industry’s recognition of Subtl Beauty’s potential to reshape the way women approach and experience makeup on the go.