After unprecedented growth in 2020, Herb'N Eden has received a $1.2M investment from Mercantile Venture Capital, with participation from The Core Venture Studio. Quinton and Terran Lewis founded the direct to consumer brand in 2015 to bring natural skincare products to conscious consumers.
This new funding will amplify efforts to scale the business, enabling them to efficiently meet the demands of their rapidly growing community without sacrificing what makes them so successful: the in-house, small batch production of their all natural skincare products.
"Through our tremendous growth, it's important for us to remain true to our formulas and provide quality products that work" says Terran Lewis. "We know Black-owned businesses face challenges around funding and equitable partnerships. We feel eager for the opportunity to work with seasoned investors that are aligned in supporting the impact we want to have on our community."
James Harris, managing partner at Core Ventures notes that the pandemic tested their resiliency. "From $260,000 in 2019 to $4M in 2021, during the pandemic, is remarkable." He further states, "Their ability to scale their company while remaining exclusively direct to consumer drove Core & Mercantile's decision to invest in the Herb'N Eden team."
Herb'N Eden began with grassroots efforts at local farmer's markets around Atlanta. Quinton & Terran wanted to introduce a natural alternative to commercial brands that lined store shelves filled with harsh chemicals. To address common skin issues like eczema, dry skin, and hyperpigmentation, their solution was to create products made exclusively from plants. "My greatest mission is to utilize the therapeutic benefits of essential oils, which only come from plants, for the mind, body, and soul," says Terran Lewis.
"It's amazing to see the community of supporters we've garnered in such a short amount of time," says Quinton. "The people have always made this possible, it's exciting and fulfilling for us to serve the community with natural products. We have always valued being transparent and authentic in our mission."
This investment will be allotted for accelerating product category expansion, optimizing internal operations, enhancing performance marketing, and upgrading web development. Herb'N Eden plans to establish various teams led by industry veterans to further its efforts in becoming one of the leaders in the direct to consumer natural skincare space.