Personalization can be profitable. Customized skin-care business Atolla
has closed a $2.5 million seed round led by Lyra Growth Partners
. Investors have been drawn to Atolla's patented process to analyze customers' skin to create customized serums that change as skin changes. The DTC model utilizes a feedback loop to adjust skin-care regimens over time with monthly skin analyses done via mobile phone. Serums cost $45, and sales have been soaring since the pandemic forced retailers to close their stores. Co-Founder Ranella Hirsch told Women's Wear Daily that for the past six months, the brand has "five-timed monthly revenue."