Clean hair care brand Adwoa Beauty has secured a $4 million investment from Pendulum, an inclusive and strategic growth investing and advisory platform that seeks to accelerate business opportunities for founders and leaders of color. Since Julian Addo, Adwoa Beauty’s founder and 2022 Beauty Cosmetics Award Ambassador, launched the brand in 2017 with $80,000 of her own capital, this round of funding marks the brand’s first outside investment.
Funds will go towards an increased budget for new product development and advancing brand awareness campaigns to bring textured hair care options to consumers everywhere.
In a press release, Ron Mackey, Managing Director at Pendulum, stated, “Julian and her team at Adwoa Beauty have showcased robust growth as an initially self-funded, innovative brand that has now turned consumers into loyal devotees across the country. With its differentiated and efficacious product offering and strong consumer demand propelling the broader prestige textured hair care category, Adwoa Beauty is well-positioned for continued expansion.”
Julian commented, “With Adwoa Beauty now being at a critical juncture in its growth potential, this is the perfect opportunity for me to partner with the team at Pendulum, leveraging their capital investment and partnership to put as many resources as possible behind our continuous product development and innovation, sales support and strategic marketing to maximize the brand’s potential.”