This hair-care start-up uses algorithms to craft custom shampoo sent directly to the customers for their use and its magnificent. Since September Gemma Labs just raised $3.5 million to fuel the growth of its custom product that has surpassed $1 million annualized sales. They use in- house scientists to concoct special shampoos for each individual customer, based on surveys they take that access individual hair and scalp needs, in addition to seasonal factors. Having something available just for your particular type is a great thought in itself and can be called a very consumer-centric idea. Customers answer questions like hair type, structure, length, colour, density and more.
The shampoo and conditioner set costs $45 or $36 with a subscription. And the company has definitely seen an uptick in sales since the COVID- 19 outbreak and social distancing mandates. People have the entire day to take care of themselves, skin hair everything and as a result its a benefit for both the consumer who is buying the products in bulk and the producers who want to sell their new product.
Direct to consumer brands have flooded various industries over the past decade, challenging incumbents with efficient commerce model. But recent struggles from companies such as Casper and Brandless tell how the DTC world has grown. Harvard Business Review highlighted omnichannel, vertical integration, unit economics and community as a unit focus area of the new wave of DCT. The competitor of this brand is New York-based companies Prose and Function of Beauty.