Home Underwear Menopause skincare brand Hazel used this pitch deck to pocket $ 2.5...

Menopause skincare brand Hazel used this pitch deck to pocket $ 2.5 million

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  • Menopause skincare brand Hazel raised $ 2.5 million from investors like BAM Ventures last December.
  • The brand is focused on selling its absorbent underwear directly to consumers.
  • Founders Aubrey Hubbell and Steven Cruz refined their pitch, especially with male investors.

One of the first issues that menopause skincare brand Hazel tackled was turning adult diapers into something women with incontinence actually wanted to wear.

There was no shortage of products in the market, co-founder Aubrey Hubbell told Insider. But in a recent interview, Hubbell pointed out the pitfalls of the products by holding up two pairs of loose, loose fitting disposable underwear.

“They’re both designed around the baby diaper manufacturing process, which is what they look like,” Hubbell said.

Hazel’s product, on the other hand, is a more stylish pair of black underwear. It is designed to be more discreet and stylish for women who have less bladder control due to menopause or childbirth.

Hubbell and Steven Cruz, its co-founder, are betting that menopause care products like their panties will fill a void and attract money from investors. The company raised $ 2.5 million in a fundraiser in December with support from BAM Ventures, Springdale Ventures, Mindset Ventures and Entrepreneurs Roundtable Accelerator.

The brand sells its briefs, as well as wipes and an anti-friction stick, through its website.

Hubbell previously told Insider about the challenges of pitching the brand to male investors. But the two founders refined their arguments with men.

On a slide in their pitch deck, for example, Hubbell and Cruz estimated global sales of incontinence products to be around $ 13.7 billion – data from Statista indicated – just behind the global razor market and more. double the sales of hair loss remedies. .

“In the beginning, investors were telling us, ‘It sounds like a niche,’” said Cruz. “When we showed them the facts and figures, most of them couldn’t believe it.”

The comparison to the shaving market is a nod to companies like Harry’s and Dollar Shave Club, Cruz said. Both companies have slashed sales of more established brands, such as Gillette of Procter & Gamble and Schick of Edgewell Personal Care, in recent years by introducing innovative products into what was otherwise a stilted product category.

Hazel’s founders said they were trying a similar takeover with menopause and incontinence products. In this case, the market is also dominated by large companies, notably Kimberly-Clark.

“Two startups have built billion dollar brands in the razor space. Yet we haven’t seen that in the incontinence space yet, and it’s almost the same size,” he said. said Cruz.

Getting women to understand the need for Hazel products, on the other hand, was easier, the founders said.

“You can tell stories more than facts and figures: ‘When I’m laughing with my friends, I have to cross my legs really tight,” said Hubbell, citing a use case for Hazel’s memoir.

Check out the pitch deck Hazel used for her last fundraising round below.


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