London, 23rd February 2015: D5 Capital, the media & technology investment and M&A advisor, has raised £1.2m of equity investment for MyShowcase, the independent, European beauty network. D5 Capital coordinated the round and secured funding from 24 Haymarket group of investment professionals, who led the round, as well as private investors and MyShowcase management.


MyShowcase is a fresh and contemporary way of discovering independent beauty brands with friends at home or online. Created by founder Nancy Cruickshank, Telegraph beauty journalist Kate Shapland, management consultant Rodrigo Dauser and Olivier de Beau de Lomenie,  creator of the Ocado technology platform. MyShowcase  is a direct selling ‘houseparty’ company that mentors and supports its ‘Stylists’ in selling its curated range of independent beauty brands and developing their own teams of distributors. MyShowcase has developed a best of breed technology and knowhow platform to manage direct and online sales.


To date, MyShowcase has built a network of over 300 Stylists across the UK and is working with over 30 independent manufacturers of quality beauty and hair care products. The company is headquartered in London and will deploy the capital in expanding the Stylist network throughout the UK and driving sales growth.


Commenting on the funding round, Rupert Ashe, CEO of D5 Capital, said: “MyShowcase is a great example of how to harness the resources of female entrepreneurs. The business is innovative, scalable and led by a top quality management team, so it is no surprise that we were able to attract a leading investment group such as 24 Haymarket. MyShowcase is definitely one to watch in the next few years, as they expand throughout the UK and into continental Europe.”




For Further Information:


Rupert Ashe, CEO D5 Capital

T: +44 (0)7775 781 803







D5 Capital is a specialist investment advisory company operating in the global media and technology markets. D5 Capital raises capital for growth companies and provides M&A services to media, technology and technology-enabled companies in UK, Europe and Israel.  D5 Capital operates an elite consortium of angel investors and family offices seeking to support exciting, high growth companies. Current investments include, PlaySight Interactive (sports analytics), Quill (content marketing), Rentify (property services), Showbox (video technology), Spot.IM (distributed social networks).



MyShowcase is a company that empowers women to build their own businesses by selling 30+ independent beauty brands via a direct selling model. The company was created by Nancy Cruickshank (, Hearst, Telegraph Group) and Kate Shapland (Beauty Correspondent, Telegraph Magazine). Stylists arrange ‘Showcases’ at the homes of friends and family at which they demonstrate the products – the business has been described as ‘SpaceNK meets Avon’.  MyShowcase is a ‘social shopping network’ allowing women to buy in a relaxed and fun environment, guided by the honest opinions of their closest friends.


MyShowcase has signed over 300 Stylists around the UK and is on target to generate revenues of over £1m in the current financial year. For the independent beauty brands, MyShowcase provides a much needed distribution channel that allows sampling (as opposed to online shopping) and a non-pressure sales environment (compared to traditional retail outlets). The products are carefully selected by Kate Shapland for their efficacy, quality and value. For the Stylists, there is no need to buy stock beyond the £400 starter kit, as all sales are sent to the customer direct from MyShowcase’s warehouse. MyShowcase is aiming to grow throughout the UK and into continental Europe.