Skincare brand Topicals has announced a new funding round, notably bringing in entertainment and sports figures like musician Rema and WNBA star Angel Reese as investors. This strategic move, initially reported by Business of Fashion and confirmed by the brand, signifies Topicals’ decision to collaborate with cultural influencers who already engage with its products, rather than relying on traditional institutional investors. This approach reflects the brand's deep connection to culture, a core element since its inception.

Founded in 2020 by Olamide Olowe, Topicals has successfully raised over $22.6 million to date. The brand has garnered significant recognition for popular products such as its $22 under-eye masks and the $38 Faded Serum, which targets dark spots and hyperpigmentation. Beyond its product offerings, Topicals has cultivated a strong following through its distinctive marketing and storytelling, consistently rooted in cultural narratives.

Olowe elaborated on the decision to involve investors from entertainment and sport, stating, “When you think of [Topicals], you think of our marketing, storytelling and products, and you think a lot about culture. These are people who control culture.” She also highlighted the broader challenges faced by Black-owned businesses in the current investment landscape, noting, “Investors are pulling back their belief in Black-owned … businesses. We are really proud that other people who have capital in the culture want [our kind of business] to grow.”

Topicals’ innovative funding strategy comes at a critical time when access to capital has become increasingly restricted for early-stage beauty brands. Despite Topicals concluding 2024 as “one of Sephora’s fastest-growing skincare brands,” Olowe emphasized that strong performance alone is no longer sufficient. In an open letter, she articulated the evolving industry environment: “The operating environment for beauty has grown more challenging for early-stage and culture-led brands… The system is rewarding scale over originality, infrastructure over insight, and capital density over cultural resonance.”

As part of this new initiative, Rema will also assume the role of a creative partner for Topicals. In this capacity, he will provide guidance on how the brand can more effectively connect with younger demographics, specifically men, as Topicals aims to broaden its audience reach in 2026.