If someone had asked me a few months ago if I would ever invest in a company with 4 (yes, four), women (yes, all women), HBS co-founders (yes, all HBS), I would have thought it was a joke. I might have even used the story as entertainment material over wine with my VC friends, and we all would have had some good laughs over the joke “how many HBS co-founders should a startup have” with the well known answer being “1 or less”.
Yet, today I am not only an investor, but one of the four co-founders of that 4 all-HBS all-women team, that is building the phenomenal company called RAW IS EVERYTHING. Now, what happened to my normally rational self to bring me into making this decision?
Inspiration is definitely the first thought that comes to mind. I rarely come across people that are so selflessly devoted to a cause that they infect you with their vision. Jessica Assaf, one of the RAW IS EVERYTHING co-founders has a vision of a world in which the skincare and cosmetic industries are free of synthetic chemicals known to be hormonal disruptors, cancerous agents and overall detrimental to women’s health. Out of her conviction, RAW IS EVERYTHING was born, a global skincare line that is bringing to market a series of organic, unrefined, whole-potency facial oils that are not only additive, preservative and toxin-free, but that actually work.
This is not just another beauty startup. This startup is going after the $11 billion US skincare market that is selling aspirational products filled with toxic ingredients that are banned in the EU and Australia, that the FDA doesn’t care enough to regulate (yet), that most of us cannot pronounce (even if you have a Phd in neuroscience –which I do) and that absolutely and categorically have no place in our skincare products. Sold by the photoshopped pictures of flawless skin and the marketing sham that accompanies them, we lather those products onto ourselves day after day absorbing these toxic ingredients completely unaware of how much we are putting our health at risk. It is time to stop. RAW IS EVERYTHING is about women understanding the ingredients used in their skincare products and taking ownership of their purchasing decisions.
So, I was sold on the mission. And while I am well aware of the risks, and the fact that there has not been another successful startup to date with 4 HBS women co-founders, it is precisely the no limits nature of entrepreneurship that I love. It has no rules. Because for everything that people claim it cannot be done, it is so until someone does it. So watch out world. These women are taking the beauty industry by storm. #RAW IS EVERYTHING.
#rawiseverything #notoxicskincare #truebeauty #ilikerealstuff #sorrythisisnotaboutscaling #thisisnotanad