Personalized makeup devices have been in development for years now, including upstarts like Mink's cosmetic "pen" and L'Oreal's YSL Rouge Sur Mesure Powered by Perso, a personal lip color device that allows users to "print" their own custom shades. BoldHue, the four-year-old company behind a personalized foundation device, is throwing its hat in the ring, backed by almost $5.2 in funding to date.
By personalizing foundation, BoldHue seeks to boost skin color inclusivity. "No more scouring foundations in Sephora and settling for a subpar duplicate," an official announcement boasts.
In fact, per the brand, the company's device can dispense "a week’s worth of your perfect match in minutes" while minimizing overall cost and packaging/product waste.
BoldHue's Go-to-market Strategy
BoldHue, which is led by investor Rachel Wilson (at left), who also serves as CEO, and former Raytheon aerospace engineer Karin Layton (at right), has created a device that "dispenses a perfectly matched shade in minutes."BoldHue
The round included participation from Capital Eleven, Backstage Capital, Tacoma Ventures, Mark Cuban and Kevin Huvane.
BoldHue, which is led by CEO and co-founder Rachel Wilson and former Raytheon aerospace engineer Karin Layton, has created a device that "dispenses a perfectly matched shade in minutes."
The company expects to begin shipping its first 10,000 units this fall to members of its 40,000-strong waitlist. That waitlist was bolstered by viral posts on TikTok.
"We have a massive audience with strong adoption from Gen Z and millennials," says Wilson, "which will be our early adopters and target demographic."
She adds, "BoldHue will launch with BoldHue starter kits, which includes The BoldHue Device, full cartridge set (first month of foundation) and accessories ... for $295."
It will also bring onboard key executive hires and invest in marketing initiatives that include a nationwide roadshow featuring the BoldHue BoldCrew street team.
The BoldCrew will visit major U.S. metropolitan areas to introduce BoldHue's product to build awareness leading up to its launch.
BoldHue Addresses Foundation-matching Pain Point
"During our early stealth phase, we conducted extensive research and analyzed the approaches of all competitors alike," Wilson notes. "We believe BoldHue addresses a real pain point by providing a whole product solution that ensures a perfect foundation match."
She adds, "Our solution eliminates the guesswork associated with online and in-store purchases, offering consumers instant results in the comfort of their homes or on set for MUAs. This is enhanced by our commitment to personalization and customization, responding to the growing demand from consumers for tailored beauty experiences. The timing is ideal for BoldHue to make a significant impact."
BoldHue's Next Phase
By personalizing foundation, BoldHue seeks to boost skin color inclusivity. "No more scouring foundations in Sephora and settling for a subpar duplicate," an official announcement boasts. Pictured are the color cartridges that allow the device to dispense precise foundation shades.BoldHue
"We're incredibly grateful for the overwhelming support from our investors who share our vision for revolutionizing the beauty-tech industry," says Wilson. "This funding milestone not only validates our technology but propels us forward in our mission to launch our personalized foundation device to all consumers and makeup enthusiasts alike. We are thrilled to be able to embark on the next phase of BoldHue's journey."
