Opulus has officially closed its doors. While their technology had been well-received, the business encountered significant challenges that ultimately proved insurmountable.WHO: Opulus Beauty Labs was founded in 2019 by Dr. Robb (Robb Akridge, PhD), who pioneered the beauty device category with the launch of Clarisonic. Opulus Beauty Labs is a vertically integrated business with in-house R&D, cosmetic manufacturing, and product assembly. The brand delivers freshly activated skincare at the moment of application. The brand launched with its award-winning Retinol+ Starter System, containing the first handheld cosmetic appliance, the Activator, and new cosmetic format, the Opoule Treatment.WHY: The resources required to build awareness and drive adoption of their technology exceeded the brand's capacity.IN THEIR OWN WORDS: Dr. Robb Akridge said, "At Opulus, we developed groundbreaking technology with immense potential. However, achieving success requires a perfect storm: a solid R&D IP portfolio, an exceptional brand, widespread awareness, timing, and a bit of luck. While we had many of these elements, we launched during the pandemic (bad timing), which severely impacted our ability to execute our plans."He continued, "This timing limited our capacity to increase brand awareness and expand our reach. Consequently, the costs of elevating awareness exceeded the revenue generated by our small brand. Despite having to close, we remain proud of the technology we developed and the brand we created."DETAILS:The company, REA Innovations, Inc.