With Lanin Labs, Azuka Stekovics presents a skincare serum specifically designed for melanin-rich skin. Melanin is the biological pigment responsible, among other things, for skin color. Simply put: the more melanin, the darker the skin type. Darker skin types have the advantage of aging much more slowly. At the same time, however, the skin has difficulty absorbing moisture and active ingredients in the deeper layers of the skin, which often leads to dryness and blemishes.
There are still far too few skincare products tailored to the needs of this skin type. According to the founder, 99 percent of commercially available products are tested on light skin. Products specifically for people of color often contain ingredients that further irritate the skin. Therefore, Stekovics own Care serum developed for melanin-rich skin:
"The secret of our effective formula is an active ingredient complex that opens the water channels in the skin, allowing the ingredients and moisture to finally reach the lower layers of the skin."
In addition, the product contains natural melanin blockers, which are intended to lighten pigment spots or prevent their formation. Stekovics offered the product for 130,000 euros in the Lion's Den 30 percent of her company shares. The Munich native concluded her pitch as follows:
"With Lanin Labs, I'm not just filling a gap in the market, but opening the door for change. Because healthy skin is beautiful skin, and we all want to feel beautiful and, above all, seen."
The jury could only agree with this statement; all members initially expressed interest. Carsten Maschmeyer found the founder very appealing, but cited his other investment focus when declining to invest.
Lanin Labs: Still a lot of homework
Lioness Judith Williams, favored due to her expertise in the beauty industry, was highly critical of the formula. She found the texture too sticky, and the smell took some getting used to. The jury also identified pricing as a pain point. Currently, production costs are seven euros, and the retail price is 60 euros for 30 milliliters – a package size that, according to the Lanin Labs founder, lasts for four to six weeks. This means that neither the luxury segment nor the mass market can be properly served. Furthermore, the low sales in the first few months since the market launch also raised concerns for the Liones.
Ralf Dümmel considered the discussion about finances too sensitive, and he refrained from investing. Tillman Schulz also saw no investment case for himself in light of Lanin Labs' business figures. It was a similar story. Janna Ensthaler, which emphasized:
"The worst thing as an investor is to be in love and still have to remain rational. The homework that lies ahead of you right now is too much. That's why I'm out, unfortunately."
Most recently, Judith Williams from a possible participation:
"I'd love to, and I know exactly how to do it. But the turnover is too low. It's uninvestable for me today—unfortunately. I'm out."
Although no jury member wanted to make a deal with her, Stekovics confident in the final interview:
"Hopes were high for quite a long time. They were there for a really long time. That gives me a sense of appreciation and seriousness, that there's definitely potential there. And now it's time to shape this rough diamond."
