Northern Irish hair care brand We Are Paradoxx has raised US$4m in seed funding, following the closure of a recent $1m round.
The natural beauty line focuses on plastic-free packaging by offering consumers shampoo, conditioners and styling products in aluminum containers, an easily recycled alternative to plastic.
We Are Paradoxx's new investors include Tom Singh, the founder of fast fashion high street chain New Look, as well as a mix of private and venture capitalists.
The new funding follows the brand's expansion into the Middle East, Baltics, Hong Kong and the US, as well as a report of 25% year-on-year growth in 2020 and a 137% soar in online sales.
The brand is expected to use the finance to further expand into the US, ramp up its hair and body care offering and explore the electronic beauty category.
"Continued innovation on new products, backed by excellent branding and marketing, has driven huge traction for the brand across multiple regions," said Singh.
"The team’s focus, determination and energy is a huge driving force behind the We Are Paradoxx ethos.”
Brand founder Yolanda Cooper has attributed the growth to increasing consumer interest in sustainable alternatives.
"The beauty industry produces more than 120 billion units of packaging globally and only 9% of all plastic waste ever produced has been recycled," said Cooper.
"Consumers are no longer willing to accept this ignorance of the environment and so are seeking sustainable alternatives.
"At the same time, they are becoming increasingly discerning when it comes to what ingredients they apply to their skin. So a high performance, clean and sustainable option is really attractive."
