Unilever Invests In Beauty Bakerie For Millennial Beauty Products Oct.15.17 | About: Unilever Plc (UL) Unilever Ventures has led a seed-stage investment of $3 million in Beauty Bakerie. Beauty Bakerie is developing a family of cruelty-free cosmetics aimed at Millennial consumers. Unilever stands to gain market knowledge, selling to the next generation of Personal Care products consumers. Quick Take Unilever Ventures (UL) (UN) has announced leading an investment in beauty products maker Beauty Bakerie. Beauty Bakerie makes a family of high quality and ‘cruelty-free’ cosmetics marketed to a millennial customer base. Unilever is investing capital and mentorship and stands to benefit from Beauty Bakerie’s expanding knowledge of marketing to a younger, millennial demographic that Unilever must develop in-house skills to attract them as future customers. Investee Company San Diego-based Beauty Bakerie was founded in 2011 to develop a line of ‘bakery-inspired’ cosmetics for a wide variety of skin tones and ethnicities. Management is headed by founder and CEO Cashmere Nicole, who graduated from Indiana University. The firm sells its cosmetics through a number of retail stores worldwide and operates a flagship store in San Diego. It has a significant digital presence as well, having over 400,000 Instagram followers. Investment Terms and Rationale Along with Unilever Ventures as lead investor, other investors in the current round included 645 Ventures, Blue Consumer Capital and a number of individual investors such as Kenneth Chenault of American Express (AXP), William Lewis. Co-Chairman of Lazard Ltd. and Charles Phillips, CEO of Infor.