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Herbivore Botanicals thrived at the height of Instagram’s aesthetically pleasing #shelfie era, as it became a sought-after brand thanks to its natural formulations and slick, all-glass packaging. It was picked up by Sephora, Nordstrom and Cult Beauty, and a $15 million series A investment followed in 2019. The co-founders stepped back and brought in a C-suite team led by Sandy Saputo, formerly chief marketing officer at LVMH-owned beauty incubator Kendo Brands.