Underlining nets US$6M investment in partnership with Nordic Eye Venture Capital
03 Feb 2022 --- Underlining Beauty LLC, a makeup and skincare brand, has closed a US$6 million seed investment round with Nordic Eye Venture Capital, an investment firm, to broaden its direct-to-consumer business.
The partnership will enable Underlining’s product line expansion, including launching in multiple retail stores internationally.
“This investment will help our business immensely…Underlining will continue to expand our brands, team and overall business” with the help of Nordic Eye Team, says Raz Romanescu, Underlining CEO and co-founder.
Underlining has amassed over one million customers internationally within the first two years of its launch because of its active presence in social media channels like Instagram, TikTok, Pinterest, Facebook, Google and Snapchat.
“We are excited to invest in Underlining, and their fast-growing brands focused on Millennials and Gen-Z. They have in a short time built a best-in-class provider of high quality, value-for-money cosmetics, and we have high expectations for the future collaboration,” expresses Peter Warnøe, founding partner of Nordic Eye Venture Capital. 
Underlining aims to provide “premium people products” that are high quality and cruelty-free.
Social media marketing potential
Underlining’s marketing strategies heavily rely on social media channels to promote products via viral ads. This explains Underlining’s fast growth, targeting young customers who engage on social media platforms, notes the company.
Its popular products include HIDE (foundation and concealer), TatBrow (eyebrow products) and Nailboo (salon-quality nail powder dip).
In other recent partnerships, Dksh joined forces with Laboratoires Eriger to stabilize active ingredients; Vegamour partnered with a dietician, dermatologist, and hair care expert for holistic beauty; Madam by Madam C.J. Walker partnered with Walmart to gain broader customer reach; L’Oréal and Verily partnered for precision skin tech.
Edited by Venya Patel
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