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A Closer Look at the 2 Beauty Startups Henkel Just Invested In

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Henkel is hoping to strengthen its expertise in digital go-to-market models with its recent investment in two beauty startups: Purish and Youtiful.

According to the company, the investments "are a perfect fit in line with the company's strategic priority to accelerate digitalization and will help Henkel gain valuable insights into key beauty trends and new digital business models."

Get to Know Purish and Youtiful

The Berlin-based Purish was founded in 2017 and is an e-commerce platform for beauty products. Purish is specifically geared towards millennials and Gen Z consumers. 

Youtiful is based in Frankfurt, Germany, and offers a community-driven social selling platform. Youtiful allows its community to vote and decide which products will be added to the portfolio, recommended and distributed. 

Both Purish and Youtiful will have access to Henkel's open innovation and collaboration platform, Henkel X.