Routinely
On-demand delivery of premium rental workout clothes and shoes your workout routine, hassle-free.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor | €0.0 | round |
| N/A | N/A | Seed | |
| Total Funding | 000k | ||
Based in Amsterdam, Routinely operates as a direct-to-consumer skincare brand that merges data science with personalized beauty routines. The company was founded in 2020 and established as a spin-off, developed in collaboration with Beiersdorf and 9.5 Ventures over an 18-month period. This venture received early-stage VC funding in May 2021 from investors including Beiersdorf, Oscar & Paul, and Ninepointfive.
The business addresses the growing market demand for personalized skincare solutions. Routinely's core offering is a modular range of skincare products, primarily serums, designed to be tailored to an individual's specific skin needs. The company employs a digital-first approach, utilizing a proprietary mobile app and a skin test to guide customers. An algorithm connects user-provided data—such as personal health indicators like diet and sleep, along with external factors like weather and air quality—to recommend a specific combination of its serums. This enables customers to receive daily guidance on when and how to apply products and adapt their routine based on changing conditions.
Revenue is generated through the direct sale of its skincare products. The product line includes a variety of targeted serums like Reset Bakuchiol Serum, Barrier Boost Niacinamide Serum, and Golden Vitamin C Serum. The brand emphasizes a "less is more" philosophy, advocating for fewer, more effective products to reduce consumption. Its formulas are vegan, made in Switzerland with over 90% natural ingredients, and are free from micro-plastics, additives, allergens, and perfumes. The company also champions sustainability and conscious consumerism as central to its brand identity.
Keywords: personalized skincare, direct-to-consumer, D2C beauty, data-driven skincare, skincare algorithm, modular skincare, custom serums, skincare app, Beiersdorf venture, Amsterdam startup, beauty tech, sustainable skincare, vegan beauty, clean beauty, Niacinamide serum, Bakuchiol serum, Vitamin C serum, skin test, personalized beauty routine, conscious consumerism