Personal skin problems leads founder to launch skincare startup Nøie, raises $12M Series A – TechCrunch

Inspired by his personal problems with skin illnesses, tech founder Daniel Jensen determined there had to be a greater method. So, utilizing an in-house tech platform, his Copenhagen-based startup Nøie developed its personal database of skin profiles to higher take care of delicate skin.
Nøie has now raised $12 million in a Series A funding spherical led by Talis Capital, with participation from Inventure, in addition to present traders together with Thomas Ryge Mikkelsen, former CMO of Pandora, and Kristian Schrøder Hart-Hansen, former CEO of LEO Pharma’s Innovation Lab.
Nøie’s personalized skincare merchandise goal delicate skin circumstances together with pimples, psoriasis and eczema. Using its personal R&D, Nøie says it screens hundreds of skincare merchandise in the marketplace, selects what it thinks are the perfect, and makes use of an algorithm to assign clients to their “skin household”. Customers then get suggestions for personalized merchandise to swimsuit their skin.
Skin+Me might be the best-known perceived competitor, however this can be a prescription supplier. Nøie is non-prescription.
Jensen mentioned: “We firmly imagine that the largest competitors is the broader skincare trade and the buyer conduct that comes with it. I really imagine that in 2030 we’ll be shocked that we ever went right into a retailer and picked up a one-size-fits-all product to fight our skincare points, based mostly on what has the nicest packaging or the perfect advertising. In a way, any new firm that emerges on this area are friends to us: we’re all working collectively to intrinsically change how folks select skincare merchandise. We’re all demonstrating to those that they will now obtain highly-personalized merchandise based mostly on their very own skin’s particular wants.”
Of his personal problems to discover the best skincare supplier, he mentioned: “It’s simply extraordinarily troublesome to discover one thing that works. When you take a look at know-how, on-line, and all our apps and all the things, we received so good in so many areas, however not when it comes to shopper skin merchandise. I imagine that in 5 or 10 years down the road, you’ll be laughing that we actually used to simply go in and decide up merchandise simply off the shelf, with out figuring out what we’re supposed to be utilizing. I feel all the things we will probably be utilizing within the lavatory will probably be personalized.”
Beatrice Aliprandi, principal at Talis Capital, mentioned: “For too lengthy have each the dermatology sector and the skincare trade relied on the outdated ‘one-size-fits-all’ method to addressing power skin circumstances. By as a substitute taking a data-driven and group suggestions method, Nøie is constructing the subsequent era of skincare by offering full personalization for its clients at a large scale, pioneering the subsequent revolution in skincare.”

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