EXCLUSIVE: True Beauty Ventures Invests in Iris&Romeo, Which Heads to Sephora
Summary
None 27 Spa Gifts For Everyone on Your Holiday Shopping List None Swedish Influencer Bianca Ingrosso Introduces Her Makeup Brand, Caia Cosmetics, to the United StatesThe brand is known for multitasking cosmetics with active skin care ingredients, and has a loyal following, said Michele Gough-Baril, Iris&Romeos founder. We look forward to introducing this innovative brand to our Sephora community and know that it will be a great addition to our assortment, added Amy Abrams, vice president of merchandising, makeup at Sephora, in a statement.Cristina Nu\xf1ez, cofounder and partner at True Beauty Ventures, will also be joining the brands board. Under the strong leadership of CEO Tara Desai and alongside an exciting new partnership with Sephora, you can feel the momentum and energy building for the brand, Nu\xf1ez said. Iris&Romeo is at the right place and time for rapid expansion as consumers are gravitating towards multifunctional makeup-skin care hybrids that deliver performance and purpose.The funding will also go toward bolstering brand awareness. Having the funding gives us the resources and the team to be able to focus on driving awareness and synergizing that with the launch at Sephora and having a platform to talk about the brand, Desai said, adding that influencer marketing has led to big KPI shifts.Were going to build an evergreen presence in the channels that we havent been able to do before, Desai continued.