Shawn Dietrich
Seattle, WA (USA)
Role(s):
Manager/Supervisor
Dr Jen's House of Beauty
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Startup
Location:
Seattle
Industry:
Retail/Clothing
Year Founded:
2012
Number Employees:
1-10 people
Business Stage:
Growth (not profitable)
Entity Type:
Limited Liability Company
Description:
Dr. Jennifer Dietrich is a mad scientist bent on taking over the world, one makeup bag at a time. Her cunning plan begins with two product lines, now available to the public:
• Xerion Skin Care - Freshly made, seasonal skin care products that nourish your face
• Atomic Cosmetics – Colors that go boom – tested on showgirls, never on animals.
Dr. Jennifer Dietrich received her B.A. in Pathogenic Microbiology (University of Kansas, 1999) and her Ph.D. in Biochemistry/Biophysics (University of Kansas, 2004) with a focus on the cellular mechanisms of aging, including Alzheimer’s diagnostic technique.
As a research scientist she has been published in peer-reviewed journals and she holds memberships in the Biophysical Society and the American Society for Biochemistry and Molecular Biology
Basically, she knows a crap load about stuff that can make you sick, and stuff that makes you look old.
Around five years ago, she noticed that her skincare products (Origins moisturizer, Lancome eye cream, and Body Shop body butter) ALL had hazard ratings of 7 or above (out of 10, as established by the EWG – Environmental Working Group).
Turning to her makeup bag, she found her favorite purple eye shadow from Urban Decay on the database, and it got a 9 out of 10 on the hazard scale. She tells us her exact quote at that moment was apparently “Shit! Now I have to make makeup too! Sephora is totally ruined for me now!”
Ditching the contents of her medicine cabinet and makeup bag, Dr. Jen began using her big brain to make fresh, seasonal skincare and cosmetics for herself. In the summer of 2012, she began making her products available to the public.
Luckily, I did my PhD research on the cellular mechanisms of aging, so it wasn't too hard to formulate products, since I already knew what things to target. I shrugged and said, ‘Meh. It’s just emulsion chemistry. Let’s do this.’
~Dr. Jennifer Dietrich
Xerion is a company that has created a brand concept consisting of both skin care and cosmetics utilizing multiple channels of distribution. We are seeking recurring investment to fund the growth of the brand. The plan that follows explains our market, our value proposition and our market segmentation strategy. The detailed financial plans provide a clear view of our sales and profit forecasts. These plans show how Xerion will reach profitability in our third year of operation and generate shareholder return on equity within five years.
To establish Xerion as an important brand that represents healthy non-toxic skin care and cosmetics. We will accomplish this using high quality manufacturing and research, a creative marketing program, and a comprehensive distribution network using both strategically placed brick and mortar retail outlets, internet presence, and a wholesale catalog.
By utilizing this multi-channel approach we will be able to reach the niche market for healthy non-toxic quality personal care products rapidly and efficiently. It will allow us to develop Xerion, Atomic Cosmetics and Dr. Jen’s House of Beauty as the brand for healthy non toxic quality skin care and cosmetics products within our target market.