Berlin's Saint Sass raises €4.2M with celebrity fans
Berlin-based lingerie brand Saint Sass has secured over €4.2 million in funding to accelerate its global expansion. The fashion startup, which has garnered celebrity endorsements from Madonna, Paris Hilton, and Kendall Jenner, is targeting Gen Z consumers with its empowerment-focused messaging.
According to EU-Startups, the funding round was led by Basel-based Infinitas Capital, alongside German early-stage investor Daniel Bronk. The investment combines both primary and secondary funding, allowing the company to maintain founder leadership while scaling internationally.
Founded in 2021 by Vivien Wysocki and Larissa Schmid, Saint Sass positions itself as a brand that turns "confidence into design – and design into desire." The company has already gained significant traction in Europe and the United States, which has become its largest market.
"We did not build this brand on budget, but on clarity," said co-founder Vivien Wysocki. "Every campaign, product, and line we write is designed to make women feel seen and independent." The brand's campaigns, including "RETIRE RICH," address social issues like the gender pension gap within fashion conversations.
The startup reports impressive financial metrics, including low customer acquisition costs and efficient marketing strategies driven by the founders' personal brands. Saint Sass has scaled organically while maintaining strong key performance indicators.
Looking ahead, the company plans to expand beyond lingerie into bras, slips, sleepwear, and swimwear. While maintaining its e-commerce focus, Saint Sass is also exploring opportunities in high-end retail environments.
Robin Lauber from Infinitas Capital praised the founders' ability to capture "the zeitgeist with soul and nous," highlighting their understanding of fashion, social awareness, and business intersection.