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May 24, 2021 Kelly Kovack
May 24, 2021

Beiersdorf is further stepping up its commitment to digital, personalized skincare. Through its Oscar&Paul Beiersdorf Venture Capital Unit, the skincare company is investing in a start-up together with Belgian co-investor 9.5 Ventures.

WHO: Routinely focuses on a modular skincare ritual designed to accommodate the dynamic nature of the skin. An initial online questionnaire and a complementary app help consumers match the perfect combination of a total of 13 unisex serums for their skin. Through the consumer’s self-assessment supplemented by an advanced algorithm, their daily skincare routine is individually adjusted based on current measurement results in real time via app. Apart from the consumer’s current skincare requirements, external factors such as humidity, temperature, air quality, and solar radiation are also taken into account.

Oscar&Paul is the newly established platform for all internal and external ventures at Beiersdorf. The entity develops new brands and business models from within the company while also acting as Beiersdorf’s venture arm for external strategic opportunities. True to Beiersdorf’s entrepreneurial DNA, they make investments in innovative companies and start-ups, aiming to create mutual value and jointly drive the impact of disruptive technologies, new business models, and skincare innovations.

9.5 Ventures is a Belgian independent venture capital fund committed to corporate venturing. Closely collaborating with leading companies, it supports innovative entrepreneurs with ambitious plans to fundamentally reshape industries. 9.5 Ventures always invests in close partnership with world-leading corporates.

WHY: The Routinely investment is part of a wide range of personalization activities at Beiersdorf under its C.A.R.E.+ strategy. It illustrates that the company is driving the personalization of skincare at very different levels.

IN THEIR OWN WORDS: “We must reconsider the traditional, static way of thinking when it comes to skin care,” says Charlotte Van Loock, co-founder and CMO at Routinely. “Our skin is a living, breathing organ that is influenced by myriad factors, such as eating habits, day-to-day environment, sleep patterns, hormonal balance and many more. Generic products fail to cater to this individual specificity of our skin. Our goal is to create more clarity in the skin care segment. We want to offer consumers exactly and exclusively what they need to improve their skin health. Active ingredients that are proven to work while providing smart, convenient care.”

Ascan Voswinckel, Head of Oscar&Paul Beiersdorf Venture Capital, considers the investment as an important step toward implementing the company’s C.A.R.E.+ strategy and the successful promotion of innovative business models. “We know from comprehensive feedback and studies how relevant personalized skin care is to the consumer,” said Voswinckel. “We strongly believe in the pioneering concept of Routinely brought about by the team with an exceptional deal of dedication and spirit. As an investor and strategic partner, we collaborate closely with the team and share our expertise to bring Routinely to market quickly and evolve it successfully.”

“Our investment in Routinely also reflects the potential we see in serving the increased online consumer demand—a trend that has been further reinforced by the coronavirus pandemic,” explained Voswinckel.


  • Beiersdorf is investing in a start-up with Belgian co-investor 9.5 Ventures to launch a new personalized skincare brand, Routinely.
  • The launch will initially be in Belgium and the Netherlands, with other European countries to follow.

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