山毛櫸材資本

2022年12月27日

InnBeauty Project是一家致力於生產經濟實惠、可持續發展的皮膚和美容產品的初創公司。它的創始人艾麗莎·梅茨格(Alisa Metzger)和珍·謝恩(Jen Shane)在一起在美容行業工作後合作。該公司已將業務擴展到絲芙蘭(Sephora)門店，並剛剛獲得了1200萬美元的新融資。InnBeauty項目的創始人艾麗莎·梅茨格和珍·謝恩於2017年在護膚品牌圖拉工作時相識。他們很快發現了美容行業的一個新興趨勢:注重健康和簡單的成分。梅澤爾說:“美容和護膚品都在談論他們的配方中不包括什麼，以及它們有多幹淨。”但梅茨格和謝恩表示，大多數專注於簡單化學配方和成分的品牌，比如2019年以8.45億美元出售給資生堂的大眾美容品牌“醉象”，對大多數客戶來說價格太高。例如，“醉象”的價格從迷你版的14美元到單個麵霜和精華液的134美元不等。梅茨格說:“這些護膚品品牌很棒，但美國人的平均經濟工資是每年4.5萬美元，所以普通消費者幾乎買不起。”因此，梅茨格和謝恩開始尋找一種方法，以更實惠的價格生產護膚品。 Between their combined experiences of working for several top beauty and skincare companies like Rituals, Tatcha, and Tarte Cosmetics, they decided to leave Tula in 2019 and work on InnBeauty Project full time. And despite the tougher fundraising market in 2022, Metzger and Shane stayed persistent through "a lot of nos," Shane said. The startup landed a $12 million Series A round on December 13, led by Alliance Consumer Growth with participation from the existing investors Beechwood Capital and the growth equity fund Strand Equity. Using their combined network in the industry, Metzger and Shane hired cosmetic chemists to help them build their skincare product formulas from scratch, they said. That approach is different from those of some other brands, like the $2.2 billion The Ordinary, that focus on singular ingredients. "We look at a formulation like a successful cocktail, and we don't expect them to have to mix all these products together to achieve a result," Shane said. And by calling on their network to help them find employees and develop products, they stayed below a luxury price point. Today, InnBeauty's products fall in a price range of $15 to $48. The startup attracted a cult following from social-media influencers like Christina Najjar, also known as Tinx, who promoted the products to her over 1.5 million followers. Since then, InnBeauty Project also raised a $4.5 million seed round in 2021 led by Beechwood Capital, whose investors helped them get in touch with the cosmetics retail giant Sephora for an in-store launch. The two hope to continue launching in more in-store and online retailers and expand their product offering in the new year, they told Insider. Check out the 14-slide pitch deck that InnBeauty Project used to raise $12 million in Series A funding: INNBeauty Project