Beiersdorf x 9.5 Ventures Invest in Skin Care Start-up

Routinely is a personalized skin care brand.
Routinely is a personalized skin care brand.

Beiersdorf's Oscar&Paul VC division and 9.5 Ventures have announced a joint investment in Routinely, a personalized skin care brand that focuses on a modular skin care ritual emphasizing the dynamic nature of the skin.

Routinely features an online questionnaire that consumers complete through an app to find the perfect combination of a total of 13 unisex serums for their skin. The daily skin care routine is individually adjusted based on current measurement results in real time.

Previously: Drivers of Personalized Skin Care

The Routinely investment is part of a wide range of personalization activities at Beiersdorf under its C.A.R.E.+ strategy.

Charlotte Van Loock, co-founder and CMO at Routinely, said, "We must reconsider the traditional, static way of thinking when it comes to skin care. Our skin is a living, breathing organ that is influenced by a myriad of factors, such as eating habits, day-to-day environment, sleep patterns, hormonal balance, and many more. Generic products fail to cater to this individual specificity of our skin. Our goal is to create more clarity in the skin care segment. We want to offer consumers exactly and exclusively what they need to improve their skin health. Active ingredients that are proven to work while providing smart, convenient care."

Ascan Voswinckel, head of Oscar&Paul Beiersdorf Venture Capital, said, "We know from comprehensive feedback and studies how relevant personalized skin care is to the consumer. We strongly believe in the pioneering concept of Routinely brought about by the team with an exceptional deal of dedication and spirit. As an investor and strategic partner, we collaborate closely with the team and share our expertise to bring Routinely to market quickly and evolve it successfully."


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