Launch Date: October 2022
Geography: New York City, NY, US
Founder:
2025 Full Year Projected Revenue: $8M - $10M, according to industry estimates
Primary Category: Bodycare
Funding: Self-Funded
Primary Distribution Channel: DTC
Other Distribution Channels: Independent Retailers
Key Retail Partners:
2025 Projected Offline Distribution Points: 50-100
I’ve spent most of my life in beauty, primarily as a beauty editor, which gave me the chance to connect with dermatologists, cosmetic chemists, and microbiologists about the skin microbiome and its link to overall health. About 10 years ago, after facing infertility struggles and then being diagnosed with unexpected health issues, I realized how much I didn’t know about true wellness.
That journey sparked my deep dive into the critical role skin health plays—not just as a surface concern but as a foundational pillar of whole-body health. Like sleep, nutrition, and exercise, skin health is often overlooked, yet more studies are finding its link to bigger issues like autoimmune diseases and heart health.
iota is smart microbiome bodycare designed with both complete functional and microbiome benefits for skin—in one. The collection combines proven face-grade actives with 47 vitamins, minerals and adaptogens from premium plant-based ingredients—powerful, targeted treatments for glow, firmness, and aging.
Insights: Monique Meneses, Co-Founder + Co-CEO
Why now and why you?
Beauty is evolving—fast. The conversation is shifting from short-term fixes to long-term well-being, with longevity emerging as the next frontier. As consumers move beyond surface-level solutions, they’re looking for products that are at the intersection of skincare and whole-body health. That’s where iota comes in.
We’re pioneering a new category: bodycare rooted in both premium skincare and daily supplementation. Inspired by the success of wellness-forward brands like Poppi, Seed, and Athletic Greens—that has reshaped how we think about gut health—we’re applying the same science-driven, education-first approach to the skin microbiome that's also approachable and fun.
Our name, iota, is derived from “microbiota”—the ecosystem of microorganisms that live on your skin and play a vital role in your overall health. Just like gut health, your skin microbiome deserves attention, support, and daily care. We believe skin health isn’t a luxury—it’s a foundational part of your wellness routine, on par with nutrition, sleep, and movement.
What fuels your competitive advantage?
At iota, we’re not just building a skincare brand; we’re creating a movement around longevity, everyday well-being, and intelligent bodycare. Our competitive edge comes from bridging the gap between science-backed performance and sensory luxury, all within a wellness-first framework.
Our community is deeply invested in long-term health. They’re not chasing trends; they’re looking for intentional rituals—simple, effective, and holistic practices that elevate both their skin and their overall quality of life. We meet them where they are, with bodycare that delivers clinical-grade benefits while still feeling deeply indulgent.
Our use of rare, natural ingredients with rich heritage is another key differentiator. We’re introducing time-honored botanicals and bioactives in a modern way—like our Oishii collaboration which features their ultra-premium Omakase Berries, typically reserved for Michelin-starred chefs.
This convergence—of beauty, wellness, and longevity—is where the future is headed.
What are you most proud of accomplishing to date?
What I’m most proud of is building iota from the ground up with my husband; just the two of us, no team, no safety net. Every inch of this brand has been shaped by our hands: every formulation, every customer email. That level of immersion has been invaluable. It’s taught us every corner of the business, yes, but more importantly, it’s allowed us to deeply understand and connect with our community. We don’t just talk about our customers; we talk to them, every single day. That feedback loop has become a superpower, shaping the way we innovate and evolve with purpose.
Equally meaningful is the impact this journey has had on our family. Our eight-year-old daughter has been a part of this from the beginning; she has the best nose in the house and regularly weighs in on our fragrance development. Watching her curiosity and creativity spark into something tangible has been one of the most rewarding parts of this experience. I recently caught her drafting a business plan to sell friendship bracelets in the park this summer—and I couldn’t have been prouder. Building iota has been about more than launching a brand; it’s been about living our values out loud and passing them on.
What is the one thing you wish someone had told you?
There is no finish line. Success isn’t a moment you arrive at, it’s a practice you commit to. I used to think there’d be a day when things would feel “done”—the business stable, the vision fully realized, the hard parts behind me. But the truth is, building something meaningful is a constant process of evolving, adapting, and choosing to show up again and again. The wins are real, but they’re milestones, not destinations. The real reward is learning to love the climb—to find purpose in the persistence, clarity in the pivots, and strength in the decision to stay the course through every twist and turn.
What would you tell your past self before starting this journey?
It will be harder than you ever imagined—and more fulfilling than you ever thought possible. The challenges will be humbling, and the setbacks unavoidable, but there is a quiet, unmatched pride in creating something from nothing. You’ll be stretched in ways you never anticipated, yet through it all, you’re not just building a business—you’re shaping a deeper version of yourself.
What does success look like in the next 3-5 years?
Success in the next 3-5 years means making the skin microbiome as central to everyday health and wellness conversations as the gut microbiome has become, thanks to trailblazers like Poppi, Athletic Greens, and Seed. These brands have successfully educated and engaged the average consumer, transforming complex science into accessible, lifestyle-driven narratives. Our goal is to follow a similar path: demystifying the skin microbiome and integrating it into daily routines, not just through innovative products, but through cultural relevance and clear, relatable messaging. When consumers instinctively understand that caring for their skin microbiome is foundational to overall skin health—just like they now do with gut health—we'll know we’ve succeeded.
What's one industry trend that is overhyped, and what's being overlooked?
Beauty and wellness are deeply connected, yet often treated separately. Our skin is more than just a surface—it’s a reflection of what’s happening inside our bodies. Factors like what we eat, how well we sleep, and how we manage stress all directly affect our skin’s health and appearance. When we think of beauty as part of a bigger wellness routine, it shifts from being just about looks to being about real, lasting health. Taking care of our skin becomes a way to support our whole body, making beauty not just skin-deep but a true sign of overall well-being.
How do you think the industry needs to evolve?
One way the industry can evolve is by embracing beauty as an integral part of wellness and longevity. Consumers are increasingly looking for products that do more than just improve appearance; they want formulations that support long-term health, offer ingredient transparency, and respect the skin’s natural balance, including the microbiome.
By prioritizing clean, science-backed ingredients and educating consumers on how skincare fits into overall well-being, the industry can help people see beauty routines as essential acts of self-care that contribute to lasting vitality and health, not just a temporary glow. This evolution will redefine beauty as a foundation for lifelong wellness.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, my one wish would be for our work to continue making a meaningful difference in people’s lives—no matter how big or small. Every time I read an email or see a comment from someone who’s struggled with a skin condition—like a grandmother finally feeling confident enough to go sleeveless after years of hiding, or a mom who’s battled eczema since childhood and dreaded showering until our body wash changed that experience—it reminds me why we do this. My hope is that, in whatever way possible, we keep bringing comfort, confidence, and joy to everyone in our community.
