Fable Investments
Fable Investments, a corporate venture capital wholly owned and funded by Natura &Co, showed strong double-digit growth in 2024, with significant developments across its portfolio.
Capital for purpose-driven start-ups
The overarching purpose of Fable, operating autonomously, is to deploy growth capital strategically into emerging, innovative, and high-growth enterprises within the beauty and wellness domain. Fable takes on the role of a nurturer, aiming not only to fuel the growth of these ventures but also to foster a positive impact across the broader industry. The objective is to inspire and support start-ups, enabling them to reach their full potential.
Fable boasts a vibrant pipeline of opportunities and remains eager to expand its portfolio each year. The focus is on partnering with purpose-driven founders who are deeply passionate about their ventures, brands that exhibit strength and resonance in the market, and products that demonstrate exceptional effectiveness. Through these investments, Fable seeks to contribute to the continued evolution
and positive transformation of the beauty and wellness sector.
2024 was a dynamic year for Fable, marked by the addition of two emerging brands to its portfolio: EADEM is a community-driven beauty brand empowering women of color to embrace their natural beauty. Rooted in inclusivity, it redefines industry standards beyond tokenism. As a premium skin care are brand for melanin-rich, sensitive skin, EADEM has achieved strong retail success with Sephora US, embodying Fable’s values of inclusivity and education; and BIBBI Parfum, a luxury niche fragrance brand inspired by its founder’s meditative journey, has already demonstrated exceptional potential, attracting strong interest from top-tier retailers since its launch. These strategic additions reinforce Fable’s commitment to innovation and purpose-driven brand building. We are excited to partner with them, supporting their growth by leveraging our platform, resources, and expertise.
Proudly female-founded, Black- and Asian-owned, the brand is built on the belief that beauty should honor and reflect the richness of diverse backgrounds. 2024 was a milestone year, driven by the viral success of Le Chouchou lip balm, which became a bestseller after its March launch. Strategic hires in Operations, Sales, Social Media, and Finance supported this momentum, alongside industry recognition with Allure’s Best of Beauty Award and continued social media virality, driving engagement and brand awareness around the world.
As a distinctive, trend-setting niche fragrance brand, it continues to expand with strategic retail placements and successful product launche. Strengthening its leadership team and transitioning to direct operations in key markets, the brand is well-positioned for growth, with further retail expansion planned for 2025.
Renowned for redefining craftsmanship in perfumery, the brand creates refined yet effortlessly elegant fragrances that resonate with customer world wide has further expanded its global retail presence with a growing network of directly operated stores and premium department store counters, including new openings at Isetan Shinjuku and Liberty London in 2024. Additionally, the company has secured strong local partnerships in China, Korea, and other key luxury markets, with four new store openings confirmed for 2025 in Shanghai, Seoul, Tokyo, and London. Perfumer H continues to elevate its offering and expand its customer base through product innovation, introducing refined packaging, enhanced formula longevity, and expanding into high-growth categories such as hand and body care.
The modern intimacy brand continues to expand its presence. Key highlights of the year include sponsoring the Louvre exhibition “Private Lives: From the Bedroom to Social Media,” featuring Maude products, elevating brand visibility in a prestigious cultural setting. As the first sexual wellness brand in Sephora’s history, Maude has continued its retail expansion with partners such as Erewhon, Samaritaine, and Skins. To support future growth, the brand strengthened its leadership team, restructured its organization, and continues to develop new product innovations.
As a science-driven skin care brand known for its unique formulations and effective ingredients, it continues to expand its impact through the launch of Sespia Lab in 2024, introducing a new revenue stream by offering R&D and manufacturing services for small and medium-sized personal care brands. Increased social media engagement has also amplified brand visibility, while the introduction of the Esthetician Pro Program reinforces its commitment to professional skincare education.
