gbi Incubator for Artist-Led Beauty Brands Launches

Jorge Cosano, head of gbi.
Jorge Cosano, head of gbi.

Great Bowery has announced the launch of its incubator platform, gbi, designed to identify, develop and launch breakthrough artist-led beauty and fashion brands.

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The incubator works with its partners to build brands in a four-phase process, which covers creating the brand identity, product development, marketing and forming the company infrastructure.

The first cohort includes five Great Bowery artists who will launch brands between Q4 2021 and Q2 2022. The company will target three to five artists each subsequent year with a rough split of 80% beauty and 20% fashion.

The gbi mission is to launch concepts in key white space categories. It will act as a co-founder and invest in the brands' resources, expertise and capital across all critical areas. 

Jorge Cosano, head of gbi, said, "I have been researching different incubation models and what makes them successful not only in beauty and consumer but in tech, pharma and more. When you look at the various models it's clear that talent is the scarcest required asset and Great Bowery has exclusive access to over 400 artists and some of the best talent in the world in beauty and fashion."

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