Stackable makeup startup Subtl Beauty secured a $5 million investment from Cult Capital.

The convenience-focused cosmetics company secured the investment after launching a revamped makeup packaging with bezel technology.

“In a sector brimming with choices and complex beauty routines, Subtl stands out with its uniquely compact and stackable beauty solutions,” said Sarah Woelfel, partner at Cult Capital.

“The impressive scale of the brand, with over 300,000 Staks sold since launch, exhibits Subtl’s strong alignment with contemporary beauty consumers, which is a critical aspect of what we seek in investment opportunities.”

Cult said it is keen to partner with Subtl’s key growth initiatives including team development, marketing strategies, and securing broader retail distribution.

“The partnership with Cult Capital marks a pivotal moment for us; it is a testimony not only to our product but also to our business trajectory,” said Rachel Reid, founder and CEO of Subtl Beauty.

“Cult’s network and experience scaling beauty brands is exactly what we need to take our business to the next level.”

Among the other brands Cult Capital supported were Supergoop!, Lawless Beauty, Act+Acre, Miyoko’s Kitchen, and Jaanuu.