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 manner. So, utilizing an in-house tech platform, his Copenhagen-based startup Nøie developed its personal database of skin profiles, to higher look after delicate skin.

Nøie has now raised $12m in a Series A funding spherical led by Talis Capital, with participation from Inventure, in addition to present buyers 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 available on the market, selects what it thinks are the most effective, and makes use of an algorithm to assign clients to their ‘skin family’. Customers then get suggestions for personalized merchandise to go well with their skin.

Skin+Me might be the best-known perceived competitor, however this can be a prescription supplier. Noie is non-prescription.

Jensen stated: “We firmly believe that the biggest competition is the broader skincare industry and the consumer behavior that comes with it. I truly believe that in 2030 we’ll be surprised that we ever went into a store and picked up a one-size-fits-all product to combat our skincare issues, based on what has the nicest packaging or the best marketing. In a sense, any new company that emerges in this space are peers to us: we’re all working together to intrinsically change how people choose skincare products. We’re all demonstrating to people that they can now receive highly-personalized products based on their own skin’s specific needs.”

Of his personal problems to discover the best skincare supplier, he stated: “It’s just extremely difficult to find something that works. When you look at technology, online, and all our apps and everything, we got so smart in so many areas, but not when it comes to consumer skin products. I believe that in five or 10 years down the line, you’ll be laughing that we really used to just go in and pick up products just off the shelf, without knowing what we’re supposed to be using. I think everything we will be using in the bathroom will be customized.”

Beatrice Aliprandi, principal at Talis Capital, stated: “For too long have both the dermatology sector and the skincare industry relied on the outdated ‘one-size-fits-all’ approach to addressing chronic skin conditions. By instead taking a data-driven and community feedback approach, Nøie is building the next generation of skincare by providing complete personalization for its customers at a massive scale, pioneering the next revolution in skincare.”



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