Rosie Huntington-Whiteley has joined The Equity Studio – a new firm which is offering funding and strategic advice to beauty, wellness and lifestyle brands.
The model and Rose Inc founder has teamed up with investor Anna Sweeting on the platform which aims to invest in “category-defining”, consumer-centric brands and scale them to the next level.
The firm will invest in growth-stage consumer companies that are in the early-to-mid-stages of their development across the UK, US and Europe.
These entrepreneur-led brands need to have a proven track record of generating revenue, with a clear path to profitability and strong growth potential.
“Anna is in a league of her own when it comes to identifying iconic brands early and supporting them – both from a capital perspective and as a high-impact strategic partner,” said Huntington-Whiteley.
“We could not be more aligned in our vision for the modern consumer landscape and about creating timeless value and lasting impact.
“I really feel the moment is now to open up our capital resources and communities to accelerate incredible entrepreneurs.”
Rosie Huntington-Whiteley (left) and Anna Sweeting (right)
Sweeting has helped successfully build and scale brands in the beauty, wellness and lifestyle industries over the past 14 years
She co-founded consumer investment firm Vaultier7 and has backed companies such as honey-inspired beauty brand Gisou and doctor-founded skin care line 111Skin.
“As consumer behaviours diverge and platforms and channels continue to shift, I strongly believe that consumer founders need investors that believe in the operating principles of the founders and their teams,” said Sweeting.
“Who are consumers of the brands they fund, and that come with a specialised and supportive ecosystem to keep up with the constant change.”
Sweeting said Huntington-Whiteley has an “astute ability to select and partner talent and brands ahead of the curve”, making her the perfect partner for this collaboration.
“Having directly experienced how her powerful combination of influence and strategic creativity has sparked multiple viral moments for growing business, laying the foundation for sustainable businesses with stand-out economics over the long term, I knew we had to build something together,” said Sweeting.
The Equity Studio has also formed an advisory board of international business leaders, strategists and entrepreneurs who will share their expertise with these brands. .
Members include Meribeth Parker, Chair of the British Beauty Council, and Barbara Turner, CEO and Founding Partner of technology investment firm Marcho Partners.
As well as Jordan Mitchell, co-founder of marketing agency Good Culture Inc, and Lisa Bridgett, CEO of gaming platform Drest.
Sweeting and Huntington-Whiteley are planning to reveal their first investment soon.