Gemma Labs is raising money to support the application for Gemmist, its personalized shampoo service.
The Seattle-based startup raised $ 2,75 million from various investors, who banked on the Gemmist custom shampoo, betting on its ability to hold out in a whole new market. "Customized" products needs, even people's genetics, could be the rule within 20 years. Today they make their way in a pioneering way between unexpected successes and sudden thuds.
Gemma Labs was born in 2018, and has raised $ 6,2 million since then. Sales are still at 1,5 million, but they are growing: the first step is to pay back those who bet on Gemmist, and then we'll see.
Gemma Labs uses in-house scientists to create special shampoos for individual customers, based on surveys that evaluate the needs of individual hair and scalp, as well as taking into account seasonal factors.
Among the questions that the company asks its customers (apart from the postal code), several focus on consumption habits. The use of chemicals. The use of hair tools (how often do you dry your hair? Hot or cold air? How many days a week do you use a straightener?). From the data collected, Gemmist produces shampoo, conditioner and a specific product, a personalized soap to calm and "balance" the scalp.
Prices? About 32 euros per liter of personalized shampoo, up to around 25 euros for the special soap.
A "pandemic driven" company
Gemma Labs is led by Allison Harr , formerly director of marketing for companies including Unilever and American Express.
"Gemmist provides a solution for consumers frustrated by the trial and error process of finding the right products for their individual hair needs," Harr said in a statement. There is no doubt that Gemma Labs' personalized shampoo is benefiting from the online shopping boom amid the pandemic. In this category, buying online is a natural step. The consumer's desire to receive greater, almost personal attention can lead to the choice of brands such as Gemmist, built on the basis of personal data.
Gemmist tells us that the future is of products built on personal data
There are other startups with similar business models. Function of Beauty ha collected $ 150 million last month. The prices of its beauty products made from customer data start at 130 euros per liter. Prose , another startup of this type, sells from 90 euros per liter of product. Finally Julep, an online cosmetics startup, went from acquisition to bankruptcy (and back to a lesser extent) in just two years.
What will happen in the future? The means of collecting personal data and parameters will multiply. Much will be known about us, and much more: are we destined for infinite versions of a product, customized for each one? Or is it a megatrend that won't catch on?
Gianluca Riccio, born in 1975, is the creative director of an advertising agency, copywriter and journalist. He is affiliated with Italian Institute for the Future, World Future Society and H +, Network of Italian Transhumanists. Since 2006 he directs Futuroprossimo.it, the Italian resource of Futurology.
Futuroprossimo.it is an Italian resource of futurology opened since 2006: every day news about the near future. Scientific discoveries, medical research, prototypes, concepts and predictions about the future for free.
Gianluca Riccio, copywriter and journalist - Born in 1975, he is the creative director of an advertising agency, he is affiliated with the Italian Institute for the Future, World Future Society and H +, Network of Italian Transhumanists.