At LĀNIN LABS we believe that inclusive skincare advocates change to transcend beyond the beauty industry to acknowledge and celebrate our diversity in all its hues.
Based on our expertise on the unique needs of melanin-rich skin, we create the highest quality products with a science-driven approach to formulation.
We aim to inspire to proudly embrace and celebrate a world of diversity, inclusion and individuality.
We're currently testing the prototype and aiming to launch the brand in Q4/2021.
The global skincare market, which is worth an estimated $140bn and is growing 4.5% year-on-year, is where we are tapping in.
We will launch in the German market first, but will also cater to the European market from the get-go. Scaling the business to an international level is the logical next step.
The LĀNIN LABS customer has high digital affinity and is between 25 and 55 years old, predominantly female or part of the LGBTQ+ community.
Problem or Opportunity
Skin is skin? - not at all. The misconception, that one size fits all, is omnipresent. Melanin-rich skin has unique benefits, but also physiological differences and other needs than Caucasian skin. However, when new products are being developed by the mainstream industry, they don't cater to the needs of black and brown skin. This leaves women of colour spending twice as much on skincare products as Caucasian women, just because of the seemingly never ending search to finally find products that actually work for them.
Solution (product or service)
At LĀNIN LABS we aim to inspire to proudly embrace and celebrate a world of diversity, inclusion and individuality. This is why we start in the lab with our R&D dedicated to the unique needs of melanin-rich skin and with a strong emphasis on science-backed formulations.
We dedicate our work to people with melanin-rich skin, because we see you, we hear you, and we celebrate you in all your hues.
We will launch LĀNIN LABS with a 3 step skincare routine consisting of Cleanser, Serum and Moisturizer, soon to be followed by sunscreen and body care products. All products are developed by women with melanin-rich skin, who can relate to the needs of our target group.
For those in our target group who don't have access to our competitors offerings (e.g. too expensive), or don't want to buy there, they mostly buy and mix ingredients from Afroshops.
Advantages or differentiators
With our strong emphasis on science-backed skincare, we go the extra mile to formulate high-performance and safe products that go beyond the idea to "just put some Shea butter in" or are based on harmful ingredients, such as hydroquinone.
Also, selling and shipping our products from Germany will give a major advantage to everyone who doesn't want to spend extra money on customs, shipping and taxes while ordering online.
LĀNIN LABS follows a clear B2C model, in order to address and work with the community directly and also foster their feedback into the R&D process of new product development. With this business model, we can eliminate retail margins and offer our high-performance products at a split share of the costs compared to other skincare brands/ indie brands, making it accessible to the mass market.
POS for LĀNIN LABS is online in our webshop on www.laninlabs.com. Our products will also be available through social media (Insta, FB). The community interaction will take place mainly via direct exchange on Instagram, TikTok, Facebook, with additional video content on YouTube and across all our social media channels. Since we believe, that representation matters, we are also looking to make LĀNIN LABS available at selected high-street retailers or as pop-up shop to offer tangible touch points with the brand.