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Terra & Co. is pleased to announce that our brand was selected as the most desirable investment target by two out of three judges in the live pitch competition Deal Appeal, the crowning event of the BeautyX Capital Summit in New York last month. BeautyX represented an amazing opportunity to network with beauty industry bigs, receive financing and strategic growth advice, and get our pitch out before a respected and influential audience.
Thanks to our big win at Deal Appeal, we’ll receive six hours of one-on-one advising from both L’Oréal’s Carol Hamilton and Castanea’s Janet Gurwitch. What an amazing opportunity for a growing beauty brand!
The Deal Appeal Experience
Many brands showed up at the BeautyX Capital Summit to further their brand development, but we were selected as one of the three lucky exhibiting brands to live-pitch investors on stage at Deal Appeal, the live pitch competition that served as a finale of the event. We had 10 minutes to sell our pitch to a three-panel judge committee – Carol Hamilton (L’Oréal Group President), Janet Gurwitch (Castanea Partners Managing Director), and Elizabeth Edwards (H Venture Partners Founder). We were to explain how much we aimed to raise ($1 million) and what we’d do with the funding (digital marketing, PR, social media, inventory, and strategic hires).
We were honored to work with the wonderful Nicole Massimi, a former Birchbox executive and indie strategic growth advisor, to prepare for our big moment on stage. Massimi discussed sales forecasts for each channel, organizational analysis, and where to get the best return on investment.
Terra & Co Feedback From Beauty Industry Veterans
Of course, the pitch contest is exciting, but we’re grateful for the veteran feedback we received on our upscale eco-friendly dental products from BeautyX organizers as well.
Our chic style and passion for waste reduction turned more than one head. Like us, L’Oréal believes in sustainability and placing it on a high-end platform. “I’m looking for brands that put sustainability first,” said Hamilton. “I admire very much that that’s the way you’ve approached a commodity category like oral care. It really separates you from the giants,” she told us.
“You could be the indie toothpaste,” echoed Gurwitch. “I think dental care is ‘of the time.’ It appeals to men and women. If you can get the dental endorsements, because that is key, you can really build something.”
Edwards admitted that oral care can be a tough category, where we’ll need to consider distribution. “Where do shoppers shop for oral care?” she wondered. “One of the things I would look for, as an investor, is: is she thinking about Kroger, Walgreens, CVS? Are those on the radar? Or even Amazon or Whole Foods? It’s a tough category, but if you can put yourself where people shop for oral care, even better.”
Try the Latest in Natural and Sustainable Oral Care
You don’t have to wait for our next wave of financing to try Terra & Co. Currently, you can find our brand at upscale beauty retailers like Saks Fifth Avenue and Anthropologie. You can demo our products at Four Seasons hotels. Or you can purchase them online -- choosing from activated charcoal floss, charcoal-infused oral pulling oil, charcoal toothpaste, our top-selling biodegradable bamboo toothbrushes, or our online-exclusive starter set to try them all.