Sustainable beauty brand Faith In Nature has opened its first-ever crowdfunding campaign in its 50-year history, reaching 97% of its target amount for early access investment in its first 24 hours.
Founded in 1974 with the aim of making sustainable beauty accessible to all consumers, the brand offers hair care, body care and laundry products in bulk refillable packaging.
The brand made headlines last year when it became the first ever brand to appoint ‘Nature’ to its board of directors, emphasising the importance of the natural world in its business decisions.
Now, Faith In Nature has taken to crowdfunding platform Crowdcube, with a minimum target of £550,000, in a bid to ramp up its sustainability efforts and “continually reimagine what it means to be a green company in today’s world”, according to the company.
It will use the funds to move to a new site that will enable more eco-friendly manufacturing, aiming to develop products that support a circular economy and further reduce its plastic footprint.
“After 50 years, we’re really excited to be welcoming investors for our business for the very first time,” said Faith In Nature’s Creative Director, Simeon Rose.
“We truly believe that this isn’t just an opportunity to invest in a commercially successful brand, but in everything we stand for too.
“From looking after the future of our planet and seeking out sustainable innovation to championing the brand at the forefront of the legal rights of nature movement, we want to make it even easier to do good both for people and the planet.”
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Known for its five litre shampoo and shower gel bottles, Faith In Nature is said to have saved more than 100,000 kilos of plastic since 1999 as a result of using recycled and recyclable plastic across the majority of its portfolio, according to the brand.
It is available at retailers including Boots, Holland & Barrett, Sainsbury’s and Ocado in the UK with refill stations throughout.
The crowdfunding campaign is now live via crowdcube.com.