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Emotional wellbeing brand creating the next gen of psychodermatology skin essentials

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Security Type
Other, Consumer Goods & Products, Retail, Community & Lifestyle, Health & Fitness
Min Investment
Occidental, CA
Expected Close Date
April 29, 2024
Target Raise
No. Investors
Security Price
Number of Employees
Short Term Debt
Cost of Goods
Long Term Debt
Net Income

Key Deal Facts

Validated with six-figure soft launch before public launch in June 2023 144% revenue growth ('22 to '23) 83% cost margin; 30% return customer rate. Notable investors from REVOLVE, the Obama White House, and the NFL. Mintel 2023 Breakout Innovation + Well+Good Changemakers 2023 alongside $40MM revenue Supergoop. Founding team of serial entrepreneurs from MAC, Vimeo, and Apple.

Management Team / Advisory Board Bios

Stephanie Lee Founder + CEORan initiatives for Michelle Obama, co-created multimillion dollar products at MAC Cosmetics and rebuilt my life after a mental health crisis to realize a personal accomplishment of traveling the globe by myself., Jia Weedon Co-founder + CTOCreated and scaled infrastructure, backend, frontend, frameworks and apps for $100MM brands. This is her opportunity to craft the technology she has always wanted in the world., Melinda Hershon Chief Operations OfficerLaunched Apple Watch across 200K stores and responsible for Nike freestanding store expansion., Dan Garraway Chief Strategy OfficerCo-founded, built and sold AI driven interactive video technology company to Vimeo (Nasdaq: $VMEO) in 2021. Dan left his executive role at Vimeo and joined selfmade full time in March 2023 because he is all in on this mission., Alexa Hampton Co-founder + Finance AdvisorController and operations leader of $450M under management at Correlation Ventures across CPG, tech and health. Co-founder of selfmade to give her kids the tools she didn’t have.

Amount Raised : $55,851
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Security Description

A CAFES (Contract and Future Equity Stake) can convert into different types of equity upon a Triggering Event, such as: common or preferred stock for a corporation, limited partnership interest for a limited partnership and membership interest for a limited liability company. At the time of the Triggering Event, the specific rights and limitations associated with the equity stake being issued to the investors will be determined and disclosed by the Entrepreneur.

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