Beiersdorf : Invests in a Skin Care Start-Up

Hamburg, May 19, 2021 - Beiersdorf is further stepping up its commitment to digital, personalized skin care. Through its OSCAR&PAUL Beiersdorf Venture Capital Unit, the skin care company is investing in a start-up together with Belgian co-investor 9.5 Ventures. Its new personalized skin care brand Routinely will be launched today. Routinely focuses on a modular skin care ritual emphasizing the dynamic nature of the skin. An initial online questionnaire and a complementary app help consumers match the perfect combination of a total of 13 unisex serums for their skin. Through the consumer's self-assessment supplemented by an advanced algorithm, the daily skin care routine is individually adjusted based on current measurement results in real time via app. Apart from the consumers' current skin care requirements, external factors such as humidity, temperature, air quality, or solar radiation are also taken into account.

'We must reconsider the traditional, static way of thinking when it comes to skin care,' says Charlotte Van Loock, cofounder and CMO at Routinely. '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.'