Venture capitalist funds start-up rubybox

Rubybox founders

"The start-up is both a pioneer and a leader in subscription e-commerce in South Africa," says Sol Bezuidenhout, Hasso Plattner Ventures Africa. "From the strong partnerships it has formed with the world's leading cosmetic brands to its thousands of subscribers, we believe it has infinite opportunities for continued growth and we look forward to playing a role in its success and the success of its partners."

Created by co-founders Sylvia Gruber and Margaux Knuppe, the company brings together business and beauty experience; Gruber has her Master's in business and has worked at L'Oréal and P&G in Europe, while Knuppe is the ex-beauty editor of one of South Africa's most popular fashion and beauty magazines. Together they head up an all-female team with a passion for beauty.

"We are thrilled about the investment, which will help us grow to be the leading content-driven e-commerce beauty site in South Africa," says Gruber, CEO. "This boost the company's 360 degree approach, which pairs trial and education that leads to re-purchase."

Launched in September 2011, rubybox has seen increased month-on-month growth in paid subscribers across South Africa, which has resulted in thousands of active subscribers and shoppers. The company has partnered with more than 50 international and local beauty brands such as L'Oréal group, African Sales Company and Elizabeth Arden. Going forward, its focus is to grow its e-commerce offering through a targeted beauty profile shopping facility, alongside its business-to-business offering, which builds reach and relationship with beauty consumers for its brand partners.

For more information, go to www.rubybox.co.za.