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"Julian and her team at adwoa beauty have showcased robust growth as an initially self-funded, innovative brand that has now turned consumers into loyal devotees across the country. "With adwoa beauty now being at a critical juncture in its growth potential, this is the perfect opportunity for me to partner with the team at Pendulum, leveraging their capital investment and partnership to put as many resources as possible behind our continuous product development and innovation, sales support and strategic marketing to maximize the brand's potential," says Addo. With additional capital in hand, adwoa beauty will be able to fund new product development, increase staffing to support the brand at all levels, and invest in brand awareness and retail support, bringing even more textured hair-care solutions to consumers everywhere. Known for its clean formulas and sleek, gender-neutral packaging, the brand currently consists of 12 hair-care formulas to take consumers from wash day through styling, having won awards from several prestigious entities.
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While the brand has long been self-funded, this capital investment will keep up with the demand for adwoa beauty's award-winning, consumer-loved products.Īddo founded adwoa beauty in 2017 to fill the gap in the hair-care market for multicultural hair textures. 7, 2022 /PRNewswire/ - adwoa beauty, the brand founded by entrepreneur Julian Addo with textured hair types in mind, has secured $4 million from Pendulum, an inclusive and strategic growth investing and advisory platform that seeks to accelerate opportunity and value creation for founders and leaders of color.
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