Patrick Ta Beauty has a recent investor.

Stride Consumer Partners, whose partners were early investors in Tatcha, Skinfix, First Aid Beauty and Drybar, amongst others, has taken a minority stake within the business founded by skilled artist Patrick Ta. Terms of the deal weren’t disclosed, though industry sources estimate Patrick Ta Beauty’s sales are expected to achieve $30 million in 2022.

Ta founded the brand in 2019 alongside Rima and Avo Minasyan, and it’s exclusively sold at Sephora and via its own website. “I desired to create a brand that allowed women and other people to feel confident inside their very own skin,” Ta said. “Every part is catered to people to amplify their natural beauty. It gives a variety of room to innovate and play and that was really exciting to our consumer.”

That ethos filled a white space for Stride Consumer Partners, which said it was drawn to the brand’s versatile proposition — and its founders’ tenacity.

“We deal with passion brands where founders on a mission have developed a really distinctive and very high-quality product and have generated an amazing amount of customer loyalty,” said Steve Berg, partner at Stride. “Patrick is so authentic and talented as an artist, and the products they’re developing are incredibly top quality, but additionally distinctive.”

Added Nicole Fourgoux, the firm’s operating partner, “this really appears like an untapped opportunity for us. We now have the chance to deal with the portfolio and distribution expansion, with an enormous deal with our exclusive partner, Sephora.”

Retail and innovation shall be the important thing priorities with the infusion, in addition to constructing out the Patrick Ta Beauty team. “So far as customer experience, we’re exclusive to Sephora, we do about 70 percent to 80 percent of our business with them, and the remainder include digital and international markets,” said chief executive officer Avo Minasyan. “We’re within the European Union, U.S., Canada and Southeast Asia with Sephora, in addition to a pair stores with Flannels within the U.K. and Cult Beauty.”

Customer retention rates have helped construct the brand, and the funding will help solid a wider net. “The product may be very special and anyone who tries the product finally ends up falling in love with the product,” said cofounder Rima Minasyan. “This round will help us in amplifying the buyer and bringing the product out to more people. More brick-and-mortar, more consumer involvement…we’re not looking to actually change anything. We’re just amplifying it.”

Makeup remains to be the most important category in prestige beauty, with $2 billion in sales within the last quarter within the U.S.. in accordance with data from the NPD Group.