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Led by Molten Ventures and Bright Pixel Capital, the investment will supercharge Duel’s mission to help retail brands grow through the people who already love them.

Duel, the leading Brand Advocacy platform helping leading retail brands including Lush, ELEMIS, Victoria’s Secret and Abercrombie & Fitch grow through their own fan and creator communities instead of traditional advertising, has raised $16 million in a Series A round. The funding was co-led by Molten Ventures and Bright Pixel, alongside existing investor Peter Bauer, founder of Mimecast.

Duel’s new Smart Moderation uses AI to streamline member approvals, ensuring only the right Advocates join your program.

What if the key to long-term brand success wasn’t about reaching more people, but building deeper connections with the right ones?

At The Drum Predictions 2025, Duel’s Head of Category & Content, and co-host of the Building Brand Advocacy Podcast, Verity Hurd, took the stage to break down why Advocacy should be every marketer’s next obsession.

In a landscape where social engagement is plummeting, the brands that thrive will be the ones that turn customers into champions.

The team here at Duel is excited to introduce Storefronts 2.0, our latest feature.

A rich, personalized Storefront that makes it easier for Brand Advocates to drive sales through social channels. The reimagined Storefront is designed specifically to increase purchase conversion, uplift affiliate revenue, and deliver superior ROI on your Brand Advocacy programs.

By Paul Archer, Co-Founder & CEO @ Duel

As brands navigate the challenge of changing consumer spending and rapidly increasing acquisition costs, Social Commerce has quickly become a transformative force. It’s reshaping consumer behavior and revolutionizing the way brands connect with their audience rapidly.

This organic fashion brand burst onto the scene with its colorful dungarees, and has built a dedicated fanbase. Now, they’re taking things to the next level with their Ambassador program. 

Elizabeth Scarlett makes beautiful, luxury accessories that are both inspired by and working to protect iconic wildlife. Through their 2% to the wild pledge, the brand is on track to raise £2 million for conservation causes by 2030.

Sculpted by Aimee is a rapidly growing cosmetics brand founded in 2016 by Makeup Artist Aimee Connolly.