Subtl Beauty gets US$5M from Cult Capital after launching stackable makeup packaging

22 Dec 2023 --- Subtl Beauty completes its Series A investment funding round with an estimated US$5 million investment from consumer investment firm, Cult Capital.

Subtl Beauty just launched its 2023 award-winning stackable makeup packaging, featuring its bezel technology. 

Stak 2.0 enables consumers to build a custom makeup collection with revamped pods and packaging. The product’s concept is to create an entire makeup routine that fits in the palm of a hand and is refillable. 

Founded in 2018, Subtl Beauty introduced compact products designed to meet beauty consumers’ evolving need for convenience. Inspired by the challenges of modern life, founder Rachel Reid crafted the compact, stackable and customizable solution for on-the-go makeup needs.

The company says its commitment to convenience and innovation attracted Cult Capital, which is known for its expertise in brand expansion and passion for cultivating unique consumer experiences.

Strategic investment
Cult Capital invested in Subtl Beauty in a second round of funding, emphasizing the brand’s market position. The partnership will focus on key growth initiatives, including team development, marketing strategies and securing broader retail distribution. Cult Capital invested in Subtl Beauty in a second round of funding, emphasizing the brand’s market position. 

“In a sector brimming with choices and complex beauty routines, Subtl Beauty stands out with its uniquely compact and stackable beauty solutions. The impressive scale of the brand, with over 300k Staks sold since launch, exhibits Subtl’s strong alignment with contemporary beauty consumers,” says Sarah Woelfel, partner at Cult Capital.

Cult Capital boasts a portfolio of consumer brands, including Supergoop!, Lawless Beauty, Act+Acre, Miyoko’s Kitchen and Jaanuu.

Refining packaging and formulation
Subtl’s commitment to clean beauty is reflected in its vegan, cruelty-free, paraben- and fragrance-free formulas. 

The new Stak 2.0 packaging, recently awarded the BeautyMatter Next award and boasts a refillable design.

Furthermore, in response to customer feedback, Subtl reformulated its makeup formulas, maintaining clean beauty standards and introducing skin-conditioning ingredients such as bayberry fruit wax and vitamin E.

“The partnership with Cult Capital marks a pivotal moment for us. It is a testimony not only to our product but also to our business trajectory. Cult’s network and experience scaling beauty brands is what we need to take our business to the next level,” says Reid. 

Edited by Venya Patel