We Are Eves launches customer investment campaign

Dutch beauty business We Are Eves, known as the Trip Advisor of beauty, is inviting customers to become co-owners of the company by investing in its future.

The crowdfunding campaign is available now and is available via the We Are Eves website and Crowdcube platform. So far the beauty site has raised €832,000 (€708,000) from 88 investors via the campaign. Its target is €1 million (£851,000) and the share price is set at €4.46 (£3.79).

According to We Are Eves, the move is an effort to set a new standard in beauty, “reintroducing the ‘personal’ into ‘personal care’”.

We Are Eves was founded in Amsterdam in 2019 by childhood friends Esther Leloux and Julie Hotchkin. Since its inception, the online beauty company has raised €6.4 million (£5.4 million) via investors including Ganni; Heini Zachariassen, co-founder and former CEO of wine app Vivino; and digital business development agency Airbridge.

The platform has developed a community of over 135,00 members and has collected over 370,000 product reviews. The site garnered more than 29 million views in 2023.

It has partnered with the likes of L’Oréal, Coty and Shiseido and operates across the UK, Netherlands, Germany and France.

Looking forward, We Are Eves will implement generative AI software into the platform and aims to significantly expand its community by the end of 2025.

Leloux said: "Our goal is to become the most trusted shop in personal care, driven by honest reviews from real people. By joining our crowdfunding campaign, you're not just investing in a company; you're championing this vision and becoming a part of our journey towards shaping a transparent future in beauty."