Emma Bunton has raised hundreds of thousands of pounds for her ethical baby business, in a funding round which attracted offers for double the target amount.
The business called Kit & Kin sells eco-friendly nappies, wipes and skincare products through high street retailers and online.
The singer sought funding on the online platform Angel Investment Network and raised £420,000 in just a week.
Head of brokerage at AIN Ed Stephens said it normally takes up to six weeks to raise money like that.
"As a business it has some great fundamentals, but clearly Emma Bunton's extra spice was a key ingredient," he said.
Thanks to strong demand from investors, the company received pledges for funds of more than #1 million through AIN.
The money raised will be used for staff, expansion and increasing stock supply in order to keep up with large orders.
Kit & Kin was promoted through a new section of AIN focused on supporting female founders and investors, which was set up in response to the under-representation of women in the industry.
Ms Bunton is hoping to emulate the success of The Honest Company, the business founded by actress Jessica Alba, which was valued at just under 1 billion US dollars
