Natura & Co-owned fund Fable Investments invests in Eadem

Natura & Co.-managed venture capital fund Fable Investments announced on Wednesday it has acquired a stake in Eadem, a company specialising in beauty products for individuals of colour.

Terms of the deal were not disclosed.

“Fable Investments is thrilled to announce our latest investment into Eadem, a community-powered beauty brand rooted in heritage. Eadem focuses on empowering bare-skin confidence for individuals with melanin-rich skin and has made a stunning debut at Sephora US,” said Fable Investments in a LinkedIn post.

Founded in May 2021 by Marie Kouadio Amouzame and Alice (Lin) Glover, Eadem retails skincare solutions tailored to address the specific needs of people of color, particularly focusing on issues such as hyperpigmentation. Eadem introduced its inaugural product, the Milk Marvel Dark Spot Serum, in the U.S., before extending its offering to include items such as the Cashmere Peel, a toner containing exfoliating AHA and PHA, and the Cloud Cushion brightening moisturiser.

“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,” added the investment firm.

In 2021, Eadem became part of Sephora’s accelerator program.

Fable Investments, which already has stakes in beauty brands Loli Beauty and Maude, and Perfumer H, typically invests in brands with an eco-responsible approach, under its parent Natura&Co.