“Greater transparency is the future”: Michelle Pfeiffer’s Henry Rose initiates Series A investment
08 May 2023 --- American actress Michelle Pfeiffer’s genderless and fine fragrance brand Henry Rose has announced a Series A investment led by Sandbridge Capital. The partnership marks the brand’s first external investment since its launch in 2019.
“I founded Henry Rose based on my belief that we shouldn’t have to sacrifice quality for safety,” comments Michelle Pfeiffer, founder and creative director of Henry Rose.
“We partnered with Ken and the Sandbridge Capital team not only for their expertise as beauty industry investors but also for their commitment to our brand’s mission. This partnership underscores our shared belief that greater transparency is the future and everyone has the right to know what’s in the products they use.”
Transparency and marketing
The partnership will entail the growth of Henry Rose’s retail distribution and the expansion of its team while fueling marketing by elevating brand awareness.
“We are thrilled to partner with Michelle and her inspired Henry Rose team. There is a tangible groundswell among consumers for ingredient transparency paired with timeless storytelling across the clean beauty landscape,” said Ken Suslow, founder and managing partner of Sandbridge Capital.
The partnership will entail the growth of Henry Rose’s retail distribution and the expansion of its team while fueling marketing by elevating brand awareness.
“Michelle has thoughtfully captured this balance, artfully blending her pure mission-driven approach with a compellingly modern offering of best-in-class fine fragrances. We look forward to engaging our global brand-building expertise to support Henry Rose’s already impressive growth trajectory.”
Henry Rose’s first major advertising campaign with Yard NYC will be unveiled early this summer. It will be featured with a billboard in Times Square, New York, US, with additional rollouts planned across OOH and digital platforms.
Underlying transparency
Henry Rose is disclosing 100% of its ingredients, touted to set a new precedent for safety and transparency in fine fragrance.
The fragrances adhere to “the strictest and most comprehensive health, safety, and environmental standards” by the Environmental Working Group and Cradle to Cradle Products Innovation Institute. The brand is reportedly the “first and only fine fragrance to receive both distinctions of EWG Verified and Cradle to Cradle Certified.”
“Over the past four years, Henry Rose has established itself as a disruptor in the beauty industry by challenging the status quo,” comments Debi Theis, president of Henry Rose.
“The brand’s evolution to date has been extremely intentional, so it was important to find a partner that would champion, rather than shy away from our bold stance on ingredient transparency, safety and sustainability. Ken immediately embraced our values as non-negotiables, and we are thrilled to usher in this next phase of brand growth together.”
Henry Rose launched with five fine fragrances via a direct-to-consumer model and has now grown to include 11 fine fragrances and multiple product categories, including home and body.
“The brand has experienced exceptional revenue growth, more than doubling its new customers year over year and building a loyal community that identifies with the brand’s mission. It has expanded into retail distribution with luxury beauty retailers including Credo, Neiman Marcus and Nordstrom,” concludes Henry Rose.
Fragrances in news
In recent news on fragrances, the Estée Lauder Companies completed its acquisition of the Tom Ford brand. The deal values the total enterprise at US$2.8 billion.
Also, despite the volatile market environment, Symrise’s Scent & Care business generated greater sales than the previous year’s quarter.
Lastly, Coty’s portfolio brand Gucci launched the “world’s first” globally distributed fragrance manufactured using 100% carbon-captured alcohol.
By Venya Patel
