Demi Moore proved to be her own best advert as she posed for a Andie Swim campaign with her three daughters after investing in the bathing suits brand back in 2018.
Andie Swim was founded by Melanie Travis in 2017 as a direct-to-consumer swimwear company that allows consumers to order, try on and send back as many swimsuits as they’d like.
Actress Demi, 58, chose to invest in the brand as part of a $2 million seed round led by venture capital firms Two River Capital and Sonostar Ventures.
While the value of Demi’s investment has not been announced, she has continued to work alongside the brand in the three years that has followed as an advisor, and the company is now earning more than $20 million in revenue, growing between 75 percent and 150 percent year over year.
Posing up a storm: Demi Moore, 58, showcased her incredible physique in a black swimsuit as she joined forces with her daughters (L-R) Tallulah, 27, Demi, Rumer, 32, and Scout, 29, for the first time to pose in a stunning swimwear campaign
Speaking about her decision to invest in the swimwear giant, Demi told Women’s Wear Daily: ‘I was drawn to Andie’s approach, which puts women at the forefront.
‘Shopping for a swimsuit can be stressful and time-consuming for so many women, but Andie makes finding the perfect swimsuit an incredibly simple, easy and comfortable experience.’
Melanie revealed that she got Demi on board with the investment after emailing her out of the blue and asking her to consider providing funding.
The CEO explained: ‘I think it’s rare that that works, but it worked for me. I knew she was getting more into investing, and that she was a champion for female-founded brands, particularly in the fashion space. So I cold emailed her explaining the concept for Andie, and to my surprise, she replied!
‘She was interested in the idea of a swimwear brand by and for women, that empowers rather than objectifies women. She eventually both invested and became an advisor to Andie.’
Red-y for anything! The actress looked incredible in the revealing one-piece as she appeared in the Andie Swim campaign alongside her girls
Melanie added: ‘More generally on finding investors, I made a chart of everyone – both individuals and funds – that invest in direct to consumer businesses.
GIMME MOORE: HOW DEMI MADE HER MILLIONS
Demi reportedly has a net worth of $200 million after four decades in the acting industry.
THE MOVIE INDUSTRY
In 1996 she became the highest-paid actress in film history when she received $12.5 million to star in Striptease.
As well as her work in front of the camera, Demi has earned millions as a film producer.
THE BOOK INDUSTRY
The actress also released a memoir Inside Out in September 2019
Demi received a $7 million penthouse in New York City as part of her divorce settlement with Bruce Willis.
She sold the property in 2017 for $45 million.
Demi also owns several properties in Hailey, Idaho and a Beverly Hills mansion which was acquired in 2003 for $3.15 million.
Demi received $90 million in cash and real estate in a divorce settlement with Bruce Willis in 2000.
15 years on she received a settlement from Ashton Kutcher when they divorced – but the sum has remained private.
As well as investing in Andie Swim, Demi has invested in Thrive Market, an American e-commerce membership-based retailer offering natural and organic food products and All Market, the owner of coconut water brand Vita Coco
I read a lot of articles and blogs to develop that list. Then I went through LinkedIn to see where I had mutual contacts.
‘I reached out to my mutual contacts asking if they would feel comfortable introducing me. If they said yes, I wrote up a little blurb about Andie to make it easy for them to forward to their investor contacts. I probably sent 200-300 emails. Of those, I got about 75 meetings. Of those, about 5 or 6 invested. So, I heard a lot of no’s before I got any yeses!’
Prior to their first round of seed funding, Andie Swim had raised $250,000 in friends and family, a year before launching the business in spring 2017.
With Demi continuing to work alongside the brand, the company raised another $6.5 million in funding from a group that includes CityRock Venture Partners and Trail Mix Ventures back in December, which gives the company a total of $8 million raised.
It will no doubt continue to be a lucrative investment for Demi, with the global swimwear market estimated to reach $28 billion by 2024, according to Allied Market Research.
Prior to investing in Andie Swim, Demi – who famously played a chief risk management officer at a large Wall Street investment bank in 2011 financial drama Margin Call – injected cash into two other business platforms.
In 2016, the actress helped with the $111M class A fundraising for Thrive Market, an American e-commerce membership-based retailer offering natural and organic food products. Fellow celebrities John Legend and Will Smith have also since invested in the business.
Thrive Market, founded in 2014 went on to exceed initial revenue expectations with an estimated annual revenue of $120 million, however the company has not comment about whether or not it’s profitable.
Demi made her first investment in 2007, injecting cash during the Angel round into All Market, the owner of coconut water brand Vita Coco, whose celebrity investors also include Madonna and Matthew McConaughey.
Earlier this year it was claimed that All Market could be valued at more than $2 billion in an initial public offering (IPO) – the process of offering shares of a private corporation to the public in a new stock issuance.
Demi herself reportedly has a net worth of $200 million after four decades in the acting industry.
In 1996 she became the highest-paid actress in film history when she received $12.5 million to star in Striptease and has continued to command hefty paychecks for her film roles.
During her peak years as an actress it was reported that Demi earned around $60 million in base salaries alone, worth the same as around $100 million today.
Let’s go girls! The women laid out on a deck whilst clad in Andie Swim bathing suits
As well as her work in front of the camera, Demi has earned millions as a film producer, producing all three installments of the Austin Powers franchise.
The actress also released a memoir Inside Out in September 2019, which debuted at No. 1 on The New York Times’ Combined Print & E-Book Nonfiction best-sellers list, and Hardcover Nonfiction best-sellers list.
Demi also received a whopping $90 million in cash and real estate in a divorce settlement with Bruce Willis in 2000. 15 years on she received a settlement from Ashton Kutcher when they divorced – but the sum has remained private.
Va va voom! The Ghost actress left little to the imagination in her sexy swimsuits
The Ghost star has also invested in several properties over the years. In 1990, Bruce and Demi paid $7 million for a 7,000 square-foot penthouse in Central Park’s San Remo building in New York City, which she acquired in the divorce. She sold the property in 2017 for $45 million.
WHAT IS ANDIE SWIM?
Founded by Melanie Travis in 2017, Andie Swim is a direct-to-consumer swimwear company that allows consumers to order, try on and send back as many swimsuits as they’d like.
In 2018, Demi chose to invest in the brand as part of a $2 million seed round led by venture capital firms Two River Capital and Sonostar Ventures
She also owns several properties in Hailey, Idaho and a Beverly Hills mansion which was acquired in 2003 for $3.15 million.
As for Andie Swim, Demi gave the brand global attention when she posed for a striking advert alongside daughters Rumer, 32, Tallulah, 27, and Scout, 29, this week.
Discussing her decision to use Demi’s family in the promotional material, founder Melanie told InStyle: ‘Demi was an early investor.
‘We’ve always talked about what would make sense to do together, and then back in December of 2020 — in anticipation of a successful vaccine rollout and then what would hopefully be a great summer of friends and family, being able to travel, and get together again, across the United States — we felt like this could be the perfect summer to do a campaign together.’
Melanie added that it was actually Demi’s idea to include her daughters in the campaign, continuing: ‘Andie is such a cross-generational brand, so I was thrilled when she said that, not just because I think it’s perfect for the brand and the campaign, but also it’s the first time that Demi and her daughters have been in a campaign together. So, for many reasons I’m so excited that it worked out this way.’
For the advert, Demi showcased her incredible physique in a jaw-dropping black swimsuit as she joined forces with her three daughters for the first time to pose in a stunning swimwear campaign.
Demi previously announced her newest campaign on Instagram on Tuesday, gushing it would ‘celebrate togetherness and showing up for the people you love.’
Making a splash! Demi playfully threw her hands up into the air as she worked the sexy Santorini suit for the jaw-dropping campaign
One group image showed Demi and her daughters lined up together in the jaw-dropping swimsuits, with the actress’ ageless appearance blending in perfectly with her three girls.
Another sun-kissed image showed the actress leaning against her daughter Scout while her other two girls lingered nearby.
Another shot captured the girls putting their envy-inducing figures on display as they laid out on a deck wearing Amalfi bathing suits.
The women put their peachy posteriors on show as before turning over to display their toned abs.
There was no shortage of jaw-dropping images capturing the women looking and feeling their best in the sexy swimwear.
Demi had all eyes on her as she worked the brand’s Fiji swimsuit, a piece that cinched into her gym-honed waist whilst showcasing a bit of cleavage and leg.
The Ghost actress brought the va va voom as she worked the sexy Santorini suit with her arms tossed up into the air.
Not all of the photos focused entirely on the stunning Hollywood vet, with loads of others also featuring her beautiful daughters.
Showing off her bikini body! Rumer looked breathtaking as she showered in a black bathing suit after joining her famous mother for the swimwear campaign
Heaven sent! Another snap showed Demi’s angels all dressed white bathing suits as they held hands on a rock together
Beach babe! Tallulah put her toned abs on display as she relaxed in a fiery red bikini while perched on a wooden jetty
Sister act! Another playful snap from the campaign showed Scout and Tallulah larking around by a pool in their swimsuits
Rumer turned up the heat as she showered in a black two piece that highlighted her fabulous waist and legs, while her sisters, Scout and Tallulah, were visions as they held hands and modelled white swimsuits on the beach.
Demi decided to appear in the campaign with her daughters in part as a celebration of sisterhood.
‘We could not be more excited to introduce you to our new campaign with Demi Moore and her daughters, Tallulah, Rumer, and Scout,’ Andie Swim announced on their Instagram account.
Just the girls! Demi and her daughter shared a laugh in one of the fun snaps as they enjoyed the July sunshine
Pool day! The girls tested out their swimsuits in the water for the artistic shoot, which Demi explained would ‘celebrate togetherness’
‘Demi is a longtime supporter of Andie, and shares in our mission to help women feel confident and strong so they can focus on enjoying life to the fullest.
‘She chose to model alongside her daughters to celebrate being together again, the power of sisterhood, and showing up for the people you love.’
Andie’s mission definitely aligns with the family, who have been outspoken about body image issues and self-empowerment.
Blown away: Scout showcased her legs as she posed in the breeze in one of the range’s black swimsuits
Announcing the campaign on her own account, Scout captioned a snap of herself posing in the swimsuit: ‘Truly, to me nothing is sexier than a woman who feels powerfully embodied and totally comfortable in her skin.
‘I love @andieswim and the incredible women who make it because behind every suit is the intention to give each woman the opportunity to experience that radiant confidence This photo and this dynamic suit make me feel so good!’
Rumer also recently blasted at trolls who body shamed her over looking ‘too skinny’ in a recent Instagram photo.
‘If you were actually concerned for my health snd(sic) welfare or anyone you think may be actually struggling send them a DM and have a private conversation and really ask how they are doing and if they would like support instead of posting inflammatory public comments. Body shaming of any kind if something I will not stand for.’
She’s a pro! Demi famously put her own sizzling bikini body on show while starring in the 2003 movie Charlie’s Angels: Full Throttle, which saw her character run across the beach in a tiny black two-piece