The company is helping build 'socially responsible' brands with stars like Naomi Osaka, Gabrielle Union and Dwyane Wade, and John Legend.
Together, Bloom and Harper co-founded A-Frame, a socially responsible development company for brands founded by celebrities, focused on an inclusive approach to personal care and wellness. “We were going to build a company from the ground up that did business the right way and empowered people with a diversity of life experiences,” Bloom says. Celebrity brand incubators like A-Frame, along with Maesa and Beach House Group, are a growing trend in the investment space.
Thus far, the company has been responsible for tennis star Naomi Osaka’s suncare line Kinlo, Gabrielle Union and Dwyane Wade’s babycare line Proudly, and John Legend’s forthcoming skincare brand. Earlier this year, it was announced that A-Frame had raised an additional $11.2 million in funding. And upon inception, A-Frame also made waves with their fundraising model: the team did not take on any lead investors that were not represented by a woman or person of color.
Each celebrity brand gets funding from A-Frame to get started, but also raises its own capital from outside investors. As an incubator, A-Frame retains 50 percent ownership and the celebrity founders own the other 50 percent of their brands.
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