How Schmidt's Naturals and Supergoop think about scale Funding to the beauty and personal care space hit an all-time high in 2020, and investors are looking for brands with clean ingredients and loyal followings. Published May 4, 2021 Permission granted by Supergoop As consumers stayed inside in 2020, some trends in the beauty space slowed down while others burned brightly. Self-care became a priority, pushing skincare to greater heights, while makeup fell onto the backburner. Investors want in. According to an April report by CB Insights, funding to the beauty and personal care space hit an all-time high in 2020, with over $2 billion of investment, and 2021 is shaping up to be much of the same. By early April, funding had already exceeded $1.1 billion, up from $238 million invested in the first quarter of last year.