Personal skin problems leads founder to launch skincare startup Nøie, raises $12M Series A

Inspired by his own problems with skin ailments, tech founder Daniel Jensen decided there had to be a better way. So, using an in-house tech platform, his Copenhagen-based startup Noie developed its own database of skin profiles, to better care for sensitive skin.

Noie has now raised $12m in a Series A funding round led by Talis Capital, with participation from Inventure, as well as existing investors including Thomas Ryge Mikkelsen, former CMO of Pandora, and Kristian Schroder Hart-Hansen, former CEO of LEO Pharma's Innovation Lab.

Noie's customized skincare products target sensitive skin conditions including acne, psoriasis and eczema. Using its own R&D, Noie says it screens thousands of skincare products on the market, selects what it thinks are the best, and uses an algorithm to assign customers to their skin family'. Customers then get recommendations for customized products to suit their skin.

Skin+Me is probably the best-known perceived competitor, but this is a prescription provider. Noie is non-prescription.

Jensen said: We firmly believe that the biggest competition is the broader skincare industry and the consumer behavior that comes with it. I truly believe that in 2030 we'll be surprised that we ever went into a store and picked up a one-size-fits-all product to combat our skincare issues, based on what has the nicest packaging or the best marketing. In a sense, any new company that emerges in this space are peers to us: we're all working together to intrinsically change how people choose skincare products. We're all demonstrating to people that they can now receive highly-personalized products based on their own skin's specific needs."

Of his own problems to find the right skincare provider, he said: It's just extremely difficult to find something that works. When you look at technology, online, and all our apps and everything, we got so smart in so many areas, but not when it comes to consumer skin products. I believe that in five or 10 years down the line, you'll be laughing that we really used to just go in and pick up products just off the shelf, without knowing what we're supposed to be using. I think everything we will be using in the bathroom will be customized."

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principal at Talis Capital, said: For too long have both the dermatology sector and the skincare industry relied on the outdated one-size-fits-all' approach to addressing chronic skin conditions.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, Noie is building the next generation of skincare by providing complete personalization for its customers at a massive scale, pioneering the next revolution in skincare."