Grace Beauty Capital

Grace Beauty Capital is the venture capital arm of Grace Beauty, based in Edison, New Jersey. Founded in 2009, it makes early-stage investments in consumer products and services, retail software, and technology sectors, with a preference for minority stakes. The firm focuses on supporting early-stage digital brands and consumer and retail technology startups, leveraging domain knowledge, operating expertise, and extensive networks to help entrepreneurs scale and reach broader markets.

Past deals in Beauty

Bravo Sierra

Series A in 2020
Founded in New York in 2018, Bravo Sierra is a performance wellness company that pioneers user-driven personal care and nutrition products. It collaborates directly with U.S. military active duty service members to deliver responsive and accurate products for both military personnel and civilians.

Bravo Sierra

Seed Round in 2019
Founded in New York in 2018, Bravo Sierra is a performance wellness company that pioneers user-driven personal care and nutrition products. It collaborates directly with U.S. military active duty service members to deliver responsive and accurate products for both military personnel and civilians.

Birchbox

Series C in 2016
Birchbox is a New York-based retailer of personalized beauty and grooming products that operates online and through select stores. It offers makeup, skincare, haircare, fragrance, bath and body, nail products, and related lifestyle items for women, along with men's grooming products. The company partners with major and niche brands and uses a proprietary algorithm to deliver customized product selections, often through a monthly personalized sample experience combined with e-commerce shopping. It also provides educational content, product tips, tutorials, and a loyalty program. Birchbox has operations in the United Kingdom, France, Spain, and Belgium, reflecting its international reach.

Pinrose

Seed Round in 2015
Pinrose is a fragrance company that develops scented products and personalizes recommendations through a synesthesia-based quiz. The approach uses images, colors, shapes, and sounds to determine an individual’s scent profile, guiding consumers toward a curated selection of hypoallergenic, vegan, and cruelty-free perfumes, travel sprays, and sachets. The objective is to align products with each person’s sensory identity, delivering a personalized and accessible fragrance experience.

Supergoop

Series A in 2015
Supergoop, LLC is a skincare brand dedicated to sun protection, specializing in a diverse range of products designed to safeguard against ultraviolet (UV) rays. Founded in 2007 and headquartered in San Antonio, Texas, the company offers a variety of items, including sunscreen mousse, serums, CC creams, mineral setting powders, anti-aging eye creams, and lip balms for the face. For the body, it provides products such as hand creams, mineral sunscreen mists, and body butters. The brand also caters to children with specialized lip balms and sunscreens. In addition to its extensive line of mineral products, Supergoop also creates offerings tailored for travelers. The company distributes its products through online platforms and retail stores, making them accessible to a wide audience.

GLAMSQUAD

Series B in 2015
Founded in 2013, GLAMSQUAD is a New York-based company specializing in on-demand beauty services. It offers hair styling and makeup services through trained professionals who visit clients at their homes, offices, or events across major U.S. cities. The company also retails its own line of hair care products.

Harry's

Series B in 2014
Founded in 2012, Harry's is a New York-based company that manufactures and sells high-quality shaving products. Its product range includes razors, shaving creams, grooming kits, and face care products, available both individually and through a subscription service.

Pinrose

Seed Round in 2014
Pinrose is a fragrance company that develops scented products and personalizes recommendations through a synesthesia-based quiz. The approach uses images, colors, shapes, and sounds to determine an individual’s scent profile, guiding consumers toward a curated selection of hypoallergenic, vegan, and cruelty-free perfumes, travel sprays, and sachets. The objective is to align products with each person’s sensory identity, delivering a personalized and accessible fragrance experience.

Birchbox

Series B in 2014
Birchbox is a New York-based retailer of personalized beauty and grooming products that operates online and through select stores. It offers makeup, skincare, haircare, fragrance, bath and body, nail products, and related lifestyle items for women, along with men's grooming products. The company partners with major and niche brands and uses a proprietary algorithm to deliver customized product selections, often through a monthly personalized sample experience combined with e-commerce shopping. It also provides educational content, product tips, tutorials, and a loyalty program. Birchbox has operations in the United Kingdom, France, Spain, and Belgium, reflecting its international reach.

Harry's

Venture Round in 2014
Founded in 2012, Harry's is a New York-based company that manufactures and sells high-quality shaving products. Its product range includes razors, shaving creams, grooming kits, and face care products, available both individually and through a subscription service.

Pinrose

Venture Round in 2013
Pinrose is a fragrance company that develops scented products and personalizes recommendations through a synesthesia-based quiz. The approach uses images, colors, shapes, and sounds to determine an individual’s scent profile, guiding consumers toward a curated selection of hypoallergenic, vegan, and cruelty-free perfumes, travel sprays, and sachets. The objective is to align products with each person’s sensory identity, delivering a personalized and accessible fragrance experience.

Harry's

Series A in 2013
Founded in 2012, Harry's is a New York-based company that manufactures and sells high-quality shaving products. Its product range includes razors, shaving creams, grooming kits, and face care products, available both individually and through a subscription service.

Harry's

Seed Round in 2012
Founded in 2012, Harry's is a New York-based company that manufactures and sells high-quality shaving products. Its product range includes razors, shaving creams, grooming kits, and face care products, available both individually and through a subscription service.

Birchbox

Series A in 2011
Birchbox is a New York-based retailer of personalized beauty and grooming products that operates online and through select stores. It offers makeup, skincare, haircare, fragrance, bath and body, nail products, and related lifestyle items for women, along with men's grooming products. The company partners with major and niche brands and uses a proprietary algorithm to deliver customized product selections, often through a monthly personalized sample experience combined with e-commerce shopping. It also provides educational content, product tips, tutorials, and a loyalty program. Birchbox has operations in the United Kingdom, France, Spain, and Belgium, reflecting its international reach.

Chloe + Isabel

Seed Round in 2011
Chloe + Isabel, established in 2011, is a New York-based social commerce jewelry company that empowers women through entrepreneurship. It offers a wide range of hand-crafted jewelry, as well as accessories and beauty products, sold through independent Merchandisers in the U.S. and online. The company's innovative platform enables Merchandisers to create personalized digital boutiques, earn commissions, and access training, trends, and insights to support their businesses. Founder and CEO Chantel Waterbury, with over 14 years of experience in jewelry design for major retailers, aims to empower women by providing an entrepreneurial opportunity in the direct sales model.

Birchbox

Seed Round in 2010
Birchbox is a New York-based retailer of personalized beauty and grooming products that operates online and through select stores. It offers makeup, skincare, haircare, fragrance, bath and body, nail products, and related lifestyle items for women, along with men's grooming products. The company partners with major and niche brands and uses a proprietary algorithm to deliver customized product selections, often through a monthly personalized sample experience combined with e-commerce shopping. It also provides educational content, product tips, tutorials, and a loyalty program. Birchbox has operations in the United Kingdom, France, Spain, and Belgium, reflecting its international reach.
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