November 21, 2022
Expected Close Date
January 27, 2023
- Number of Employees
- Short Term Debt
- Cost of Goods
- Long Term Debt
- Net Income
ProblemMore than 100M Americans suffer from skin issues, many of which can be caused by bad water conditions. Unfiltered water, both hard and soft, carries chlorine, harsh minerals and impurities from dirty, rusty pipes that damage skin and hair. This water can cause weakened hair follicles, flaky skin, psoriasis, eczema flare-ups, and an overall lack of confidence and lack of feel-good in the quality of skin and hair.Product/SolutionVitaclean’s triple-filtered showerheads capture pipe rust, harsh minerals, and dirt. They are infused with vitamin C and essential oils, which can improve damaged skin and hair conditions while providing a spa-like shower experience.TractionVitaclean's improved wellness and spa-like shower experience have made it possible to establish a continuously growing and loyal consumer base. Our focus on the combination of a healthy and therapeutic experience has contributed to our subscription business model achieving a customer retention rate of 70% over a 30-month period. To continue growing our recurring customer base and social media followers, Vitaclean is planning to launch a rebrand in 2023. We worked with a world-class agency, Concrete Design, which has worked with brands such as Amazon Prime, Bite Beauty, Sephora, and more. Concrete helped us develop a cohesive, bold, and gender-neutral look and feel. Our goals are to increase the percentage of male customers from the current 22% of total customers, launch more products to increase customers’ AOV and LTV value, and begin to expand the business into retail. We aim to become a holistic shower wellness brand that offers a full range of products that help people feel and look their best.
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Key Deal Facts
Achieved nearly $1.7M in lifetime revenue after launching products in the UK in 2018 and in the US in 2019 and grew revenue 53% YoY from 2020 to 2021 (unaudited)
Established an online customer base of over 17K customers by creating a subscription model with a 70% retention rate over a 30 month period and a YoY subscriber base growth of ~120% with plans to expand into retail
Attained a sales structure with a calculated LTV/CAC ratio of 10.8 ($422 LTV & $39 CAC), a gross margin of 59%, and positive ROI on the first order
VC supported and female founded with key team members including a Head of Growth that helped grow Honey, Dollar Shave Club, and more
Built a social media following of 40K+ and featured in media publications including Vogue, Business Insider, GQ, Cosmopolitan, and more
Management Team / Advisory Board Bios
Head of Community
Head of Growth, Ex Dollar Shave/Honey/Paypal
SEO, Google Ads and Hair Care expert, Ex Dollar Shave
CRO Specialist helping optimize a best-in-class digital experience
Kerri McDonald / Greenhouse
E-commerce and email/SMS marketing, Ex Glam Seamless / Beauty Industry Group
Head of Influencers, Ex Honey Influencer Lead, Ampush Growth Marketing Analyst