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Skin In Motion

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Exercise-friendly brand offering confidence-boosting makeup & skincare formulated for real life in motion

158%
 - 
Funded 27 May 2021
£120,003 target
£189,708 from 136 investors
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Business overview

Location London, United Kingdom
Social media
Website www.skininmotion.com
Sectors Home & Personal Digital B2C
Company number 11020779
Incorporation date 17 Oct 2017
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Investment summary

Type Equity
Valuation (pre-money) £1.3M
Equity offered 12.83%
Tax relief

EIS

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Business highlights

  • Intersection of $532Bn beauty industry and $100Bn fitness market
  • Brand with Purpose - Won Best New Business 2020 @wombizclub
  • Founded by celebrity makeup artist and ex-Unilever senior exec
  • Loved by beauty editors, athletes, makeup artists & fitness fans
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Key features

  • Secondary Market
  • Seedrs nominee min. £12.84 +
  • Direct investment min. £10,000.00 +
  • Pay by Bank payments not accepted

Idea

Introduction

Launched in Jan 2020, Skin in Motion is a first-of-its-kind exercise-friendly beauty range, dedicated to promoting the positive effects of exercise through healthy and confidence-boosting skincare and makeup products specifically designed to be worn pre, during, and post-exercise.

We are changing the way beauty looks and feels by addressing a real unmet need whilst using business as a force for good. Consumers are looking for products that fit their active lifestyles & quest for wellness. But mainstream beauty brands are not designed for exercise specifically and when used for that, they can be damaging, unhealthy, and unfit for the skin.

Brainchild of Gia Mills, a top celebrity makeup artist and Sophia Lahlou, a marketing exec with 17 years experience at Unilever. The brand offers a complete tailor-made range of 5 healthy, vegan, cruelty-free products with hydrating, breathable, long-lasting formulas. The products are available DTC via our website, and we are also listed on LookFantastic, Amazon and Oliver Bonas. We are currently in talks with more retailers.

Substantial accomplishments to date

- Launched in Jan 2020 with a range of 7 initial products, 2 more products added later that year

- Awarded Best New Business 2020 by Women's Business Club

- Delivered Y1 DTC Turnover of £52k equivalent to 1,700 orders

- Multiplied our Q1 2021 revenue by 200% vs. Q1 2020*

- Very healthy e-com metrics: *Conversion rate in line with the industry average *Average Order Value 2020 at £30.67 and increasing with new product introductions *Life Time Value went from £36 in '20 to a whooping £46 in Jan '21.

- E-retailers: listed in Oliver Bonas in 2020; LookFantastic (The Hut Group online beauty platform) in Feb 2021 and Amazon Vendor in March 2021.

- Social media & Press coverage: 3M+ potential customers reached and 3K+ Instagram followers to date with significant consumer engagement and free content creation

- Featured in Sunday Times Style Magazine, Hello!, RED Magazine, Women's Health, YOU Magazine, Cosmopolitan among many others

- Used on Sienna Miller, Nathalie Imbruglia, Jenni Falconer, GB athletes, top lifestyle/fitness influencers as well as Andy Murray and Sergio Ramos (men like it too)

- Consistent 5star customer & influencer reviews including many preferring our products to biggest beauty brands

- In discussion to be listed on more e-retailers in 2021

- Gyms channels: Initially stocked in BoomCycle and planning to branch out to other gym chains as the pandemic eases

- Very lean operations and both founders having personally invested & not getting any remuneration until cash flow allows

*Based on unaudited management accounts.

Monetisation strategy

We've demonstrated the market need for our specialist range of products, and we are now ready to scale up our business model and accelerate our growth in the big and profitable wellness industry.

After having established the brand primarily through our DTC channel and performance market, we want to further increase our reach & penetration:

1. We aim to expand our online presence. Currently, in LookFantastic and Amazon, we will be targeting other beauty e-retailers to grow our user base & brand awareness

2. After being listed in BoomCycle and as lockdown restrictions begin to ease, we want to develop gyms as a new untapped sales channel

3. We also plan to widen our range with a strong innovation pipeline to complete the beauty routine of our customers and increase their basket size

4. Once we've consolidated the female offering, we plan to introduce a men's range to capitalise on the booming male grooming sector

5. We also plan to expand internationally into the US, EU & the Middle East.

Use of proceeds

We will apply our funds to help:

1. Marketing and Brand Awareness: 48%

Increasing our marketing efforts both online by boosting our performance marketing investment, as well as our influencer marketing and offline by up-scaling experiential and events (post lockdown)

2. Product Development: 30%

Accelerating new product developments/launches and securing stock.

3. Key Hires / Growing the Team: 22%

Building capabilities by recruiting a seasoned commercial director and a strong beauty PR expert, as well as developing new channels.

The combination of all the above aims to:

1. Release pressure from DTC only model by increasing other channels' contribution and weight.

2. Improve our Return On Advertising Spend and performance marketing with increased visibility and awareness.

3. Build stronger brand equity and brand desirability and ultimately increase sales.

Key Information

The company has the following outstanding loans:

1. £50,000 Bounce Back Loan from Barclays Bank at an interest rate of 2.5% per annum. The loan was entered into 04/05/2020 and is to be repaid over 6 years, with no repayments over the first 12 months.

2. £15,000 Revolving Credit Facility from Just Cashflow at an interest rate of 0.075% per day, applied weekly in arrears. The loan was entered into in September 2020, and has a term of 12 months.

3. The Founders each have a personal loan of £25,000 from the Start Up Loans Company entered into in 2019. The loans have an interest rate of 6% per annum, and are to be repaid in monthly instalments by 01/10/24. The funds from the loans were used when founding the business and were spent on stock orders and marketing. The loans are currently repaid personally by the founders, but the business will assume the repayment obligations through revenues post-raise.

The funds raised from this investment round will not be used to repay these loans.

Tax relief

Please note that the first £147k of investment in the campaign will be eligible for SEIS tax relief. Investments over this amount will be eligible for EIS relief.

Investor Perks

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £1,288,709

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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