Act+Acre

Act+Acre is a fast-growing brand started by celebrity hairstylist Helen Reavey and her husband Colm Mackin, originally from Ireland.

The company is the world’s first cold processed hair wellness brand that focuses on your scalp. In 2023, it became the first Irish brand to be stocked in Sephora.

The challenge: The cost of stock for 235 stores

When cosmetics and beauty giant Sephora approached Helen and Colm in their fourth year in business, it wasn’t for the first time. The first time, in their first year, they had actually said no. They wanted to refine the product and make sure that when it landed on shelves, they landed with a bang.

Four years later, an offer came with an activation in Times Square that allowed them to launch on their own terms. In those four years, they had improved their product, their relationship with Sephora and even Sephora itself had grown.

But the costs involved in getting enough stock for 235 stores nationwide created a considerable strain on their cash flow. When orders like these land from retailers, it can take brands up to 180 days to get the cash from that initial first purchase order.

The solution: Fast capital, tailored to their trajectory

They assessed their options as to how they could get the capital they needed in time to launch. Applying to traditional banks would take too long and risk the business losing such a massive opportunity if Sephora weren’t willing to wait around.

A bank’s assessment of the business would likely be based on historical accounts rather than their sales trajectory and inventory cycles due to a lack of experience with retail brands. Plus asset-based loans would involve tedious stock takes the team simply did not have the time for.

Venture capital would mean equity dilution – something that the brand’s founders were keen to avoid, knowing that they had such a bright future ahead of them.

Instead, they found a partner in Wayflyer, who had experience supporting the growth of 5,000+ retail brands. Rather than relying on past performance, Wayflyer uses data to predict your future performance and grant access to larger capital amounts based on this.

In a matter of days, with minimal paperwork, the team was set up with the exact financing they needed from Wayflyer.

The results: 48% YoY revenue growth

Not only did this capital enable them to ensure the right levels of product landed at the right time on those 235 shelves nationwide in Sephora, it meant they could focus on the launch itself. The result? An incredible OOH takeover in Times Square.

From that point, Wayflyer quickly became a long-term partner to their success – one that they have returned to many times since to buy inventory, extend their range of products and ensure they have whatever they need to meet each opportunity head-on.

Since partnering with Wayflyer, Act+Acre has seen a 48% year-on-year revenue growth. The team also scaled marketing spend by 55% quarter-on-quarter and invested in expanding their team with important new hires.

“Wayflyer isn’t just a financing provider—they’re a strategic growth partner. For founders looking to scale quickly while maintaining ownership, Wayflyer is a game-changer.” Paul Reavey, Head of People, Act+Acre