Airbridge has invested in Amsterdam based We Are Eves

June 6, 2023   •   3 min

We are happy to announce another exciting new investment by Airbridge Equity Partners in We Are Eves (WAE), the Amsterdam-based company revolutionising the beauty industry. At Airbridge, we support innovative and forward-thinking ventures, and WAE perfectly aligns with our investment philosophy. WAE was founded in 2019 by Esther Leloux (CEO), Julie Hotchkin (COO), and Quint Mouthaan (CTO).
WAE is on a mission to redefine how people approach beauty and is on its way to becoming the beauty trust authority. In a world saturated with unrealistic beauty standards, manipulated images, and commercially-minded reviews, WAE believes it’s time for a new perspective that embraces authenticity and empowers individuals to make informed choices about their beauty products. 
With a focus on honest user-generated content, WAE provides a platform where people from all walks of life can discover the right beauty products for their unique needs. Through their user-generated content platform (the community), WAE encourages real people to share their experiences and opinions on beauty products. WAE currently has over half a million monthly users and a unique 105,000+ army of members from several markets and languages creating reviews. 
By leveraging the collective wisdom of a diverse community, WAE enables individuals to make informed decisions about the products they purchase, ensuring they find the ones that truly work for them. Gone are the days of relying solely on glossy advertisements and unattainable beauty standards. WAE is putting the power back into the hands of consumers, fostering a culture of authenticity and self-expression.
With this investment, we recognise the tremendous value of the data generated by WAE’s user community. This data can provide beauty brands with invaluable insights that inform product development, marketing strategies, and overall brand positioning. By embracing the power of user-generated content and data analytics, WAE is bridging the gap between consumers and beauty brands, fostering a mutually beneficial relationship built on trust and transparency.