Today, Nøie, a
Founded in 2018 in Copenhagen, Nøie’s customised skincare products aim to improve the quality of life of people suffering with sensitive skin conditions including acne, psoriasis and eczema. Nøie is fixing the traditional skincare industry’s broken user journey by reinventing its outdated and linear approach to R&D. By screening thousands of skincare products on the market, selecting the highest performing and combining this with scientific research on specific ingredients, the company has been able to develop the largest database of skin profiles, named ‘skin families’. Upon taking Nøie’s rigorous skin test which uses an algorithm to assign customers to their skin family, customers are then recommended customised products to suit their skin.
Nøie supplements its in-depth dermatological knowledge with crowdsourced community feedback from customers to further improve its R&D loop. Nøie’s data model is inspired by precision medicine, combining the adaptive selection of active ingredients based on biomarkers with Bayesian Statistics. This allows them to continuously evaluate the effectiveness of their products and improve their statistical model with every feedback point. As a result, 78.1% of customers have reported an improvement in their skin after 30 days of using Nøie products.
The company was
Since its launch in November 2019, the company has seen huge traction, with an average month-on-month growth of 35% in 2020. The company has several products due to launch this year, including the world’s first customised sunscreen for sensitive skin.
Daniel Jensen, co-founder and CEO at Nøie, said: “Our mission is to reinvent how condition-specific skincare is designed, produced and consumed by applying a tech-driven approach. We think people living with skin conditions deserve a higher quality of life: most of us, or our close ones, suffer from skin problems, so we’re approaching the issue with first-hand experience.
“We are at a unique inflection point where
Beatrice Aliprandi, principal at Talis Capital, said: “For too long have both the dermatology sector and the skincare industry relied on the outdated ‘one-size-fits-all’ approach to addressing chronic skin conditions. By instead taking a data-driven and community feedback approach, Nøie is building the next generation of skincare by providing complete personalisation for its customers at massive scale, pioneering the next revolution in skincare. Daniel and the Nøie team have an incredible energy and passion for their work: their values and mission are built on both their own first-hand experiences and the frustrations of many. We’re incredibly excited to be joining Nøie in what inevitably will be a huge phase of growth for the company!”
Ekaterina Gianelli, partner at Inventure, said: “All the software we use daily has been developed and improved based on continuous customer feedback. It’s only natural that our skincare should be developed using a similar feedback loop – based on our individual skin, lifestyle, and environmental data. We believe Nøie’s team has the empathy, the passion and the courage to make it happen.”