Company Name: Non Gender Specific (NGS)

Founder Name: Andrew Glass

Launch Date:
March 2018

Experience: Andrew previously ran the global business at men’s skin care line, EvolutionMan, for five years.

Point of Difference/why this is needed: Non Gender Specific is a gender-neutral skin care brand that was developed with the goal of paving the way for this new segment in beauty. With its all-natural, environmentally-friendly products, NGS hopes to simplify skin care routines with multi-tasking formulas that can replace several for all gender identities.

Number of items available: The brand is strategically launching one product at a time, to allow for each to have its time in the spotlight. The Everything Serum ($65 retail) will be its debut product, and aims to combat seven major skin concerns including wrinkles, fatigue, elasticity, dark spots/hyper-pigmentation, pore size, brightness and cellular rejuvenation. The Everything line will be expanded to include two more SKU’s later in the year.

Distribution:

Due to high demand, there is currently a 600+ wait-list consumers can join on NGS’s website (www.nongenderspecific.com). The brand is currently in talks with retailers, such as Sephora, and hopes to have an exciting retail announcement soon.


Marketing/communications plans:
Influencers will be tapped to spread the brand’s message, and social media platforms will be used as a digital environment to promote positivity, equality, progression and innovation.

Biggest challenge: Both the brand and product names are bold, simple and to the point to take the guess work out of its DNA and offerings. “The biggest challenge faced will be to ask the consumer to stop associating a gender with a product,” said Andrew.

Investors: Right now, the brand is 100 percent funded by Andrew, who is in the process of looking for an investment partner to join him on this venture.

Three-year sales goal: The company is aiming to reach $4 million within the first three years.


Best lesson learned
: “Never doubt your intuition and always follow your dreams…and timing is everything!”