THE WHAT? Ceremonia has completed a US$10 million funding round led by Sandbridge Capital. The Latinx hair care brand will use the investment to fund its expansion into Sephora stores across the US as well as help establish the flagship store the brand is poised to open in New York this summer.

THE DETAILS Existing Ceremonia investors, Silas Capital and Female Founders Fund also participated in the round.

THE WHY? Both hair care and wellness are trending categories making the brand an attractive prospect for investors. Sandbridge Founder and Managing Partner, Ken Suslow explains, “Ceremonia is a purpose-driven modern hair care brand with uncommonly strong momentum and crossover appeal in a category that we find persuasive. We are delighted to partner with such a dynamic and authentic founder.”