A VC’s Take on: Nécessaire

This story was originally posted on my instagram (Digitallyyours_) An account where I use a venture capital lens to discuss today’s digitally-native, venture-backed products (DNVBs) at their earliest stages and beyond.

• The Elevator Pitch: Genderless + multi-vitamin infused + pH-optimized body care
• Today: Backed by popular consumer venture funds Imaginary Ventures and Forerunner Ventures, Necessaire launched only a month ago and has already received much praise from big players in the beauty space. Dreamed up by Into-the-Gloss co-founder Nick Axelrod [alongside @emilyweiss] and Estee Lauder Alum Randi Christiansen, the duo aims to convert self-care enthusiasts into loyal consumers through products that work and educational content that delights.
• The Opportunity: Nick and Randi saw an opportunity when it came to the products we lather our body with. While most companies prioritize face care, there’s still 90% of our body that is left unaccounted for; and, considering our skin is our largest organ, it makes sense to care for it. The team puts it best when they say “Body care is self-care and self-care is a necessity.” Let’s not forget, the market projects skin care spend at $177B by 2024.
• The Experience: On a mission to design ethical and necessary body care products, the founders used their many years of experience in the beauty industry to launch products focusing on one’s skin and sexual health. Currently, the company has released 3 products (body lotion, body wash, and sex gel) and places a big focus of its branding on minimalism aesthetics. All packaging is simply chic, white and black with as few words as possible. However, apart from packaging innovation, Necessaire picked my attention due to its ability to provide motivation for people to care about an often overlooked after-shower routine.
• My Opinion: Given the many conversations that coexist online and offline about fitness, wellness, and beauty, I see no reason why body care shouldn’t join as a key player and contributor in those discussions. Furthermore, we live in a world that cares more about the environment day in and day out and Necessaire is utilizing sustainable practices every step of the way. I tried the scentless body lotion and Sandalwood body wash. I love sandalwood everything [hence my Otherland Sandalwood candle review] and was very excited to be able to enjoy body wash infused with lasting Sandalwood smell. Yet, I’m somewhat indifferent to the body lotion since it felt very similar to my current lotion bottle. Let’s say, the verdict is still out.