Beiersdorf’s hyper-personal DTC skincare venture

Hamburg – Skincare manufacturer Beiersdorf is moving into the personalised beauty market with its new direct-to-consumer brand.

The brand, called Only What’s Needed (O.W.N) employs artificial intelligence (AI) and Beiersdorf’s algorithmic capabilities to create bespoke product formulations. Consumers can access the brand through its dedicated platform and complete a questionnaire to obtain one of 380,000 formula combinations. Launching with products for a simple skincare routine – including facial cleansing and care for both day night – O.W.N aims to support its customers according to their changing needs.

‘Our point of difference is that the products evolve automatically with every new order – including criteria such as lifestyle, people’s personal circumstances, or seasonal changes,’ explains Stefan De Loecker, CEO of Beiersdorf. ‘With this holistic approach, we not only maintain a direct digital connection with consumers, but we also enhance our knowledge regarding consumers and their skin.’

Beauty consumers are increasingly seeking personalised products and routines that cater to their lifestyle circumstances. In a similar vein, we previously spoke to Atolla Skin Labs to identify the potential for data-driven skincare formulations.