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ALLÉL

DNA Matched Skincare

Inspired by the world of medicine ALLÉL have applied gene aesthetics into skincare with the aim to create a skincare range based on your DNA.

After 2 years development we have now produced a new complete range of skincare products and nutritionals and are now ready for go-to-market which will be our launch in London in September 2017.

So welcome to ALLÉL - Developed in Sweden and Made in Switzerland.

Investor proposal

For a minimum amount of N EUR we are offering N% of our company and for a maximum amount of N EUR we are offering N% of our company.

The share price is N EUR.

The minimum investment is N EUR and the maximum investment is N EUR.

For the first time in the $130 billion skincare industry ALLÉL provides a journey from within to find the key drivers to your individual aging and scientific products to treat your skin.

Together with Sweden’s leading developer of DNA analysis and Switzerland’s frontrunners in cosmeceutical and nutritional, ALLÈL has developed a complete new range of products that will evolutionize the skincare market.

By becoming a highly valuable shareholder and ALLÉL ambassador, you will be part of an adventurous journey, where our goal is to do an IPO in 2019 based on a profit margin of +60%.

Product

The problem this product solves

The main problem for consumers today is not the lack of good products or skincare programs but rather how to choose the right products that works for you.

According to the latest scientific research 60% of our aging is based on internal factors, our genes, and 40% is controlled by external factors such as our lifestyle and the environment.

So the most important question that anyone needs to ask themselves is - Does the products I use today really work for me if I only look at 40% of what´s driving my aging and neglect the most important 60%.

How the product solves it

By using the latest advances in DNA science we can answer three major questions:
  • What do I need? - One unique solution just for you!
  • How can I be sure? - We provide the tool to your own unique genetic skin profile!
  • Why will this work? - We give you the right products that match your specific needs!

ALLÉL Skin Genetic System® is an advanced cosmeceutical skincare program that has been developed by professional dermatologists, skin scientists and advanced Swiss laboratories.

Since beauty also comes from the inside we also offer nutritionals that will help maintaining your natural beauty.

Product features

All our products are Developed in Sweden and Made in Switzerland in order to meet the demand of high quality active ingredients and matching the DNA test.

Our skincare range are dermatology approved, free from parabens and animal derivates. They include award-winning patented state-of-the-art ingredients that are all efficacy tested and supported by scientific research (in-vivo/in-vitro tested). All products are EU, US and China compliant.

The nutritionals contains Scandinavian ingredients to match our heritage and Asian ingredients to match ancient know-how and supported by scientific research.

Product use cases

This is how it really works:

1. Swab the inside of your cheek and send the sample back in a pre stamped letter. It’s easy and only takes about 2 minutes.
2. Within a week you will receive your personalized DNA report, including your genetic skin profile, which identifies the key drivers to your individual skin’s aging.
3. Based on your skin profile ALLÉL offers the Skin Genetic System® with serum, facial cream and nutritionals, all of which contains the most effective ingredients to match your DNA.

Team

Elisabet Hagert avatar
Elisabet Hagert Founder & CSO
Elisabet is an associate Professor of Orthopedics and Hand Surgery who did her post graduate studies at Stanford University in USA. Elisabet is today running Swedens foremost private hand- and foot surgery clinic in Sweden and is also the hand surgery consultant to the Swedish Olympic team. With Elisabet´s high ... See more
Elisabet is an associate Professor of Orthopedics and Hand Surgery who did her post graduate studies at Stanford University in USA. Elisabet is today running Swedens foremost private hand- and foot surgery clinic in Sweden and is also the hand surgery consultant to the Swedish Olympic team. With Elisabet´s high profile background and huge experience in clinical research she is now working as our Chief Scientific Officer and as such responsible for all science and claims around our products. See less
Anne Wetter avatar
Anne Wetter Founder & Chief Dermatologist
Anne is a Board Certified Dermatologist with key experience in both medical- and aesthetic dermatology. She is today part owner in Sweden´s largest private dermatologist clinic where she is heading up the aesthetic department. Anne has a vast European network of high-end skin clinics and cosmetic dermatologist which will help ... See more
Anne is a Board Certified Dermatologist with key experience in both medical- and aesthetic dermatology. She is today part owner in Sweden´s largest private dermatologist clinic where she is heading up the aesthetic department. Anne has a vast European network of high-end skin clinics and cosmetic dermatologist which will help ALLÉL in growing their business in EU. As a Chief Dermatologist Anne is the person who goes through all our products from a dermatologist perspective and secure that we meet our high quality demands. See less
Anders Hagert avatar
Anders Hagert CEO & Partner
Anders has 20 years international sales experience, whereof over 10 years in executive positions, which he has acquired working for Swedish companies such as Volvo Cars, Getinge Group, Husqvarna and Brio. Anders brings to ALLÉL a combination of B2B/B2C sales, purchasing, financial and business competence coupled with extraordinary experience in ... See more
Anders has 20 years international sales experience, whereof over 10 years in executive positions, which he has acquired working for Swedish companies such as Volvo Cars, Getinge Group, Husqvarna and Brio. Anders brings to ALLÉL a combination of B2B/B2C sales, purchasing, financial and business competence coupled with extraordinary experience in creating growth strategies and building longterm partnerships. With this powerful mix of skills and drive Anders will be a key person in building our business globally. See less
Peter Lindberg avatar
Peter Lindberg Digital Business Architect
Peter has long experience working in Business Management with focus on B2B/B2C digital strategy development, digital customer data and marketing automation development, as well as helping companies in acquisitions and raising external capital. With his long experience in IoT Peter will be part of building up ALLÉL´s web platform and ... See more
Peter has long experience working in Business Management with focus on B2B/B2C digital strategy development, digital customer data and marketing automation development, as well as helping companies in acquisitions and raising external capital. With his long experience in IoT Peter will be part of building up ALLÉL´s web platform and digital marketing strategy as well as helping in fundraising. See less
Ulf Simonsson avatar
Ulf Simonsson Creative Director
Ulf has a background as Art Director and is presently running his own respected photography studio in Stockholm. Ulf is the creative driving force behind ALLÉL´s packaging and marketing design and will as such be a vital team member to ALLÉL in their goal to really evolutionize the skincare industry.

Market

Target Market

ALLÉL’s main target group are affluent women and men that are conscious of their lifestyle and looking for products that help to maintain one's appearance and health. They are, on a regular basis, getting facial treatments in skin clinics and there get advise on what products to use.

This target group is small, but not price sensitive, and are seeking the best personalized products that works for them.

Our main markets will be Europe, Asia and the US, where the market potential for the cosmeceutical segment is estimated to $30-40 billion and nutritional segment to $150-175 billion.

Competitive landscape

Today´s global trend are an increased consumer awareness on healthy living and preventing aging through scientific research. The demand for new and natural ingredients in improved aesthetics and multi-functional products are growing.

The skincare and nutritional market is very competitive and dominated by well known global brands as well as smaller niche brands. Despite this there is not yet any other brand globally that can offer the same unique personalized skincare program as ALLÉL by using the latest in DNA science.

This is our competitive edge together with our Swedish heritage and Swiss know-how.

Unique differentiator from competitors

Our strategy is to build the ALLÉL brand globally through close co-operation with high-end exclusive skin clinics and cosmetic dermatologists, who are the best in the market and with the right clientele.

This will be done by offering products that is developed using the latest in advanced DNA technology and based on scientific research. Our strategic direction can therefore be summarized in 4 points.

  • Developed in Sweden - Made in Switzerland
  • Strategic partnerships
  • Premium prices
  • Profitable organic growth

Company revenue streams

Our revenue model is based on offering the consumers a quarterly subscription which will contain a facial cream, facial serum, sun cream, eye cream, cleanser and nutritional, that are matching your genetic skin profile. The average cost for this is around 1500 Euro.

This revenue stream gives us a scalable business model with a longterm loyal customer base.

Product/service distribution

We will focus on direct sales via high-end exclusive dermatologist- and skin clinics globally who will, after an extensive training, be our ALLÉL certified clinics. Since the products will be sold by skin therapists, cosmetic dermatologist and plastic surgeons we can secure a high professional sales force that will help building our brand.

Today we have contracts with 20 clinics in London and Dublin that will start selling our ALLÉL brand in September. Furthermore we have ongoing discussion with clinics in Middle East and Asia that are interested in taking onboard ALLÉL after our launch in London.

Execution

Previous milestones/traction

2015
  • Company founded
  • Product development initiated
  • Partnerships with Cosswiss AG in Switzerland for development of skin care products
  • Partnership with Gelpell AG in Switzerland for development of nutritional products
2016
  • Partnership with Dynamic Code AB to develop DNA test for skin care analysis
  • Partnership with Spinit AB to develop our IT platform
  • Finalization of design and product development
  • Participation at Cosmoprof in Hong Kong at the Luxury & Innovation hall
2017
  • Partnership with ebwpr in London for PR and launch activities
  • Contracts with 20 high-end skin clinics in London and Dublin
  • Start of in-vivo and in-vitro testing

Next key objectives

2017
  • Fundedbyme campaign to raise capital for launch
  • Finalization of our homepage, IT and web platform
  • Launch in London in Q3 2017
  • Building organization to capture growth opportunity
  • Start up certification for US and Chinese market
2018
  • Global launch with focus on key markets in EU, Asia and USA
  • Continuous R&D to further broaden our product portfolio
2019
  • IPO

Previous Financing

Up until now we have been financing everything by ourselves, the founding team, which is adding up to 1,0 million Euro.

Now we need your help in taking the next step which is securing a successful launch in London in September, before we go global.

Partnerships

We have partnered up with the industry leaders when it comes to manufacturing and development of high quality beauty and health related products.

Cosswiss AG, a Swiss beauty related full service development partner, and responsible for the development of our cosmeceutical range

CRB in Switzerland, with over 40 years experience in the cosmetic business, are responsible for the manufacturing of our cosmeceutical range

Gelpell AG, a premium Swiss quality manufacturer, and responsible for development and manufacturing of our nutritional range

Dynamic Code AB, a Swedish company, is our DNA laboratory and development partner of DNA tests

Use of funds

We now seek capital to finance our launch in London in September. The capital will be used for:
  • PR and Marketing: 45%
  • IT platform and website: 20%
  • Preparation for China and US launch: 10%
  • Running expenses: 25%

Industry Certifications/Awards

All our product categories contain award-winning and/or patented ingredients such as:
  • Neuroguard™ - innovative neuro-protective ingredient to reduce wrinkling and signs of skin aging
  • Kombuchka™ - patented pro-biotic active with unique anti-glycation properties
  • Pentavitin® - high-tech ability to provide deep, long-lasting hydration and restore the skin’s barrier
  • Majestem™ - a sustainable exclusive Edelweiss plant cell culture extract to combat skin sagging caused by sun and pollution
  • PhytoCellTec™ - a revolutionary technology to protect epidermal stem cells against UV-induced aging
  • Beautifeye™ - a unique ingredient that combines a triple-effect for rejuvenating eye- lifting, reducing dark circles and eliminating puffiness

Return on Investment

Based on our customer projection and financial prognosis over the next three years we will reach a positive cash flow beginning 2018 and generate a profit margin of +60% by end of 2018.

This will then create the foundation of doing an IPO in 2019 which will then give all shareholders a possibility to get a full ROI of their investment.

Risk Analysis

The major risk is that big multinational brands start investing in DNA matched skincare. This will be a challenge but since their normal sales channels are retail and the have a different customer base and revenue model compared to ALLÉL we believe this risk can managed.