After successfully betting on sunscreen brand Supergoop, Cult Capital has its eyes on stackable beauty.
The consumer-facing investment firm has made a $5 million Series A investment in Subtl Beauty, a convenience-focused makeup brand founded by Rachel Reid in 2018. Two existing investors, Grouse Ridge Capital and Innovation Works, pushed the total up to $5.5 million.
Subtl’s products are packaged in a travel-friendly stackable format, with its new packaging offering a refillable design. Products include the premade five-piece Starter Stak, $60, and the four-piece Eyeshadow Stak, $63.
“Subtl is really revolutionizing the cosmetics industry,” said Sarah Woelfel, partner at Cult Capital, in an interview, highlighting that more than 300,000 staks have been sold since launch. “The brand is offering compact, versatile, easy-to-use beauty solutions for the…
