Amsterdam-based We Are Eves, a platform for independent user-generated beauty product reviews, announced on Wednesday that it has raised €2.5M in an investment round led by new investor Airbridge Equity Partners.
The announcement comes over a year after Joanna Invests invested in the company in May 2022. To date, the company has raised a total of €6.5M.
We Are Eves: Less filters, more honesty
Founded in 2019 by Esther Leloux, We Are Eves claims to be the first beauty platform that allows real people to review beauty products that work or don’t work for them.
Through its platform, the company aims to help women around the world find the right beauty products based on honest reviews.
The company says, “Our members help each other by posting honest reviews and content about personal care products and tips.”
The Dutch company says it will select the most active members to test the products of We Are Eves’ partners and share their honest experiences with the community.
“This also means negative experiences with products can also be found on We Are Eves, which is very different to social media on which you often only see enthusiastic (sponsored) posts,” says the company.
We Are Eves claims the platform has more than 70,000 members who have shared more than 180,000 product reviews that are viewed over 1.5 million times in the Benelux.
We Are Eves believes that it is time for a new perspective on beauty as women are bombarded with marketing campaigns with fake images and empty beauty promises.
The platform is active in the Netherlands, Belgium, and, since 2021, in the UK, Germany, and France.
What the investor has to say?
Rick van Boekel, Airbridge Equity Partners says, “We are proud to announce our investment in We Are Eves, a true innovator in the beauty industry. WAE empowers individuals to make informed choices and embrace their authentic beauty through its user-generated content platform.”
“By bridging the gap between consumers and beauty brands, WAE is revolutionising the industry and fostering a culture of trust and transparency. Through this investment, we recognize the immense e-commerce potential of WAE’s user community, Together with Esther, Julie, Quint, and the team, we are poised to revolutionise how people discover and purchase beauty products, ushering in a new era of personalised, community-driven shopping experiences,” adds Boekel.
