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.
What is Gemmist, the personalized shampoo?
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 customers (apart from 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 bar of 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 with the trial-and-error process of finding the right products for their individual hair needs,” Harr said in a statement. There's no doubt that Gemma Labs' personalized shampoo is benefiting from the boom in online shopping amid the pandemic. In this category, online purchasing is a natural step. The consumer's desire to receive greater, almost personal attention can lead to the choice of brands like 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 starting from 90 euros per liter of product. In the end Julep, an online cosmetics startup, went from acquisition to bankruptcy (and back again) in just two years.
