The perfumery chain Douglas is investing in the Munich-based beauty startup Welmoa, a beauty-on-demand platform that is already present in six cities in Germany.
Founded in 2016, the platform offers mobile beauty and wellness services delivered directly to the customer's desired location via an online booking system. Services range from makeup and massages to nail care, hair styling, and hair removal. Welmoa's mobile beauty experts bring the necessary equipment with them.
Media-for-equity investment for Welmoa
"As the premier address for beauty in Europe, we are constantly setting new standards. This includes offering our customers unique shopping experiences not only in our stores and affiliated salons, but also at home. Through our cooperation with Welmoa, we want to make this innovative and exclusive service available to our customers. We are so convinced of the concept of being pampered with high-quality beauty services at the location of their choice that we are becoming an investor."
says Tina Müller, Group CEO of Douglas.
Douglas is not only participating in the Munich-based startup as a traditional venture capitalist, but is also acting as a media-for-equity investor. A pilot phase will test the response to the new offering in Munich. Existing Douglas customers will also benefit from entry-level offers, the company said.
Douglas CMO Lucas van Eeghen says about the Investment:
"(…)Welmoa is a pioneer in Germany and currently the number 1 provider of Beauty At Home—a market that is already booming in America. We want to enter this exciting sector together with Welmoa and provide our customers with access to premium beauty services."
