Mented will also expand into more Ulta Beauty and Target stores.
The additional capital will help with that process, she noted, as well as build out the team. In the past few months, Mented has grown from seven employees to 12, Miller said. She plans to hire a head of growth, head of finance and head of brand marketing by the end of 2022, for a total of 15 people, she said.
“Our core consumer is professional women of color aged 25 to 45,” Miller said. “What we’ve seen particularly since we’ve expanded into retail is that we are reaching a really broad audience of women beyond women of color.” Miller said Mented’s core customers are Black, Indian and Hispanic women, but that now the brand is also seeing Gen X women, mature women and white shoppers.
“We want everyone to feel welcome in the world of beauty, we don’t want anyone to feel like an afterthought. We’re working really hard to make sure that anyone who comes to Mented feels welcome … that’s something we’ll continue to work on with our products, with our marketing and our messaging,” Miller said.
Miller declined to comment on total company sales, but said she’s projecting the retail business will triple in 2022, and that sales from the Mented website will increase 60 percent. Miller said the fundraising process was “interesting” because she was pregnant at the time. “I was very nervous about even mentioning to investors that I was pregnant. I didn’t get advice from anyone, like ‘oh, don’t tell anyone,’ but that was a pressure that I felt,” Miller said.
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