Skin-care Brand Herbivore Takes First Outside Capital

Indie skin-care brand Herbivore has raised a $15 million Series A investment. The round was led by Silas Capital, which also backs clean skin-care rand Ilia, with participation from S1 Fund, a new consumer-focused venture fund. This is the first outside investment for Herbivore, which was founded in 2011. Herbivore founders Alex Kummerow and Julia Wills started the brand out of their Seattle kitchen after buying a $50 soap-making kit, Wills said, as the two have long been interested in natural personal-care and beauty products. Gradually they started selling their products at farmer’s markets and Etsy, before branching into more traditional retail channels. Herbivore is known for its natural formulations and simple, chic packaging, which Kummerow and Wills designed before Instagram-fueled minimalist branding hit the mainstream. “That [packaging] really let us stand out on Etsy, actually. Everybody was in the granola crunchy space, and we’re kind of like granola crunchy people who love beautiful things,” Kummerow said in an interview. Face oils from Herbivore Botanicals. These days, Herbivore is best known for Emerald CBD + Adaptogens Deep Moisture Glow Oil, $58; Blue Tansy AHA + BHA Resurfacing Clarity Mask, $48; Bakuchiol Retinol Alternative Smoothing Serum, $54; Lapis Balancing Facial Oil, $72, and Pink Cloud Rosewater Moisture Crème,

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