Clean Hair Care Brand Odele Takes On Minority Investment From Stride Consumer Partners

Minneapolis-based clean hair care brand, Odele, has partnered with Stride Consumer Partners LLC, a growth-equity investment firm focused on passion brands in consumer products and services, for a minority investment in the brand.

 

The growth capital from Stride Consumer Partners will fuel investment within key areas of Odele’s business, namely marketing, talent and product innovation.   

 

“When we launched Odele, we did so with the intention of bringing performance-first, clean, inclusive products to the shelf at an accessible price point and wrapped up in a beautiful bottle,” said Odele Cofounder Linsday Holden. “We knew if we captured the consumer's attention and exceeded expectations in trial, they would come back for replenishment time and time again—and they have. We are beyond excited to partner with Stride. Their team is deeply knowledgeable, and their collaboration, from the initial conversation through the fundraise process, has left us inspired and confident that they are the right partner to help us continue this momentum and reach our ambition for Odele.”

 

Launched in January 2020, Odele – a phonetic riff off of the Norwegian phrase å dele, which means “to share” – was created by Lindsay Holden, Britta Chatterjee and Shannon Kearney, with the mission to make clean prestige hair care accessible and approachable for all. With extensive experience in the retail, marketing and manufacturing in both big box stores and smaller companies, the women merged best practices and perspectives to “disrupt” shelves with a clean, premium collection of products developed by hair type and texture that are EU ingredient compliant, cruelty-free, vegan, dermatologist and pediatrician tested, with a gender-neutral, 100% natural fragrance. 

A rapidly growing clean indie beauty brand now in its fourth year of business, Odele boasts over 20 products, national distribution with Target, CVS Pharmacy and Ulta Beauty, a DTC business on odelebeauty.com and more than 30 beauty awards, the brand says. Odele’s Volumizing and Smoothing regimens have been long-standing top performers, with Clarifying Shampoo, Dry Shampoo and Hair Oil becoming leads over the past year. The brand’s accomplishments–including 55% YoY growth, 2023 versus 2022–can be attributed to the team’s intrinsic understanding of its core consumers and a product line that exceeds expectations in both form and function for those with the most discerning tastes, the brand says.

Personal Care Brand Odele Expands into Ulta Beauty
 

Odele Introduces Vegan, Natural & Gender Neutral Body Washes at Target