Natura & Co's Fable Investments invests in Bibbi Parfums

Bibbi Parfum has secured an investment amount from Natura and Co's corporate investment arm, Fable Investment, and JamJar Investments, to support the fragrance brand's global expansion.

Financial terms of the deal were not disclosed.

Founded in late 2023 by Swedish entrepreneur Stina “Bibbi” Seger, who also serves as Bibbi creative director, and her life partner, Jan Vilhelm Ahlgren, who acts as creative consultant, Bibbi Parfum is rooted in the art of meditation, with scent names including Boy of June, Ghost of Tom and Iris Wallpaper.

"The combination of Fable’s profound industry knowledge, JamJar’s entrepreneurial spirit, and both partners’ extensive experience in brand building, creates a perfect match," said Seger and Ahlgren.

"This investment marks a significant milestone for our business and future success. We are thrilled to scale the brand together and continue to innovate within the fragrance category."

In addition to driving global growth, the investment will be used to help further Bibbi Parum's product innovation and team development.

"We are thrilled to announce our latest investment in Bibbi Parfum. Meeting founders Stina and Jan and discovering their brand, which is rooted in its time has depth, a strong visual identity, and exceptional products, was truly inspiring," said Thomas Buisson, managing director, and Sophia Sun, vice president at Fable Investments.

"The unprecedented early commercial success of Bibbi is a testament to its uniqueness. We look forward to supporting the founders in amplifying Bibbi's success without diluting its essence."

The Bibbi Parfums investment comes three months after Fable Investments announced it had acquired a stake in Eadem, a company specialising in beauty products for individuals of colour.

Natura & Co's Fable Investments invests in Bibbi Parfums

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