Beauty, Wellness Brand Underlining Announces Closure of $6 Million Seed Investment Round

Underlining, a Miami-based beauty and wellness company led by co-founder and CEO Razvan Romanescu, announced today the close of a $6M Seed investment round. 

 

The round was led by Peter Warnoe and Christian Tarp at Nordic Eye Venture Capital. Underlining has partnered with Nordic Eye Venture Capital to further its direct-to-consumer business, expand its product lines and launch in retail and multiple international locations.

 

“I am thrilled to announce this investment from Nordic Eye Venture Capital,” said Romanescu. “This investment will help our business immensely. While I consider myself a true entrepreneur having started over four businesses, Underlining is the one that I see endless potential for. Thanks to Peter, Christian and the entire Nordic Eye Team, Underlining will continue to expand our brands, team and overall business.” 

 

Underlining is reimagining the consumer beauty experience by providing premium “people products” that are high-quality and cruelty-free through their flagship brands Nailboo, Hide and TatBrow. Underlining has seen immense success by amassing over one million customers worldwide since its launch two years ago. Company officials attribute its success to the brand’s thoughtful social media campaigns and creative ads. 

 

As a direct-to-consumer brand, Underlining has relied heavily on marketing and their social channels including Instagram, TikTok, Pinterest, Facebook, Google and Snapchat to grow their audience base. The brand has been able to showcase their products through viral social ads proving the value in their house of brands strategy. The company is supported by brand advisors, Henry Davis, chief strategy officer chord commerce (formerly president of Glossier) and Jaime Schmidt, founder of Schmidt's Naturals.

 

“We are excited to invest in Underlining and their fast-growing brands focused on Millennials and Gen-Z,” said Peter Warnoe, founder partner of Nordic Eye Venture Capital. “They have in a short time built a best-in-class provider of high-quality, value-for-money cosmetics, and we have high expectations for the future collaboration.”