Up to now self-funded, the digital brand of cosmetics of natural origin wishes to support its growth by an increased presence in points of sale.
The DNVB specialist in customizable and natural cosmetics WAAM Cosmetics, announces a fundraising of 1.5 million euros from Karot Capital and Bpifrance. With its products based on vegetable oils and butters, floral waters, essential oils, clays, neutral skincare, natural active ingredients, WAAM Cosmetics was created four years ago by Dieynaba Ndoye and is showing sustained growth. With a turnover cumulative over 3 million euros since its inception, and growth beyond 60% in 2019, the brand has experienced steady development, without private investment. “We have managed to self-finance because I have always made sure to optimize resources and costs. But this fundraising is essential because we continue to grow and we are no longer able to ensure alone investments“, explains the founder.
Among the digital brands of beauty, WAAM Cosmetics puts its side on the home-made by allowing customers to compose their own care from a selection of natural products, originating from multiple countries, serving as a basis of confection. Consumers are thus free to design their personalized products, according to their desires: day creams, shampoos, care, deodorants, serums, lip balms etc. In the same vein, the brand regularly shares many do-it-yourself recipes.
Thanks to this first fundraising, WAAM Cosmetics hopes to become a leader on the cosmetic market and double its turnover from 2020. An ambition which implies a more extensive catalog. “We want to increase our offer of products. Even if we focus on plants, neutral base, butter and floral water, we intend to expand our range from 150 to 500 products as quickly as possible, “explains Dieynaba Ndoye. Initially launched via its website, WAAM Cosmetics was quick to seduce traditional retailers such as Monoprix, Di Beauty & Care in Belgium as well as a large number of pharmacies and parapharmacies. In total, the brand is available through 700 outlets but aims to open 800 additional international points of sale. “We intend to strengthen our teams and recruit ten people thanks to this fundraising because our catalog and the acquisition of new digital customers are real challenges.”