With Lanin Labs, Azuka Stekovics presents a care serum that specializes in melanin-rich skin. Melanin is the biological pigment responsible, among other things, for skin color. Simply put: the more melanin, the darker the skin type. Darker skin types have the advantage of aging much more slowly. At the same time, however, the skin has difficulty absorbing moisture and active ingredients in the lower skin layers, which often leads to dryness and impurities.
Care products tailored to the needs of this skin type are still far too rare. According to the founder, commercially available products are tested on light skin 99 percent of the time. Products specifically for people of color often contain ingredients that further irritate the skin. Therefore, Stekovics developed her own care serum for melanin-rich skin:
“The secret of our effective formula is an active ingredient complex that opens the water channels in the skin, so that the ingredients and moisture can finally reach the lower skin layers.”
Additionally, the product contains natural melanin blockers designed to lighten age spots or prevent their formation. For €130,000, Stekovics offered 30 percent of her company shares in Dragon’s Den. The Munich entrepreneur concluded her pitch as follows:
“With Lanin Labs, I’m not just closing a gap in the market, I’m opening the door to change. Because healthy skin is beautiful skin and we all want to feel beautiful and, most importantly, seen.”
The jury could only agree with this statement, with all members initially showing interest. Carsten Maschmeyer found the founder very likeable, but pointed to his other investment focus as he declined to invest.
Lanin Labs: Still much work to be done
The investor Judith Williams, favored due to her expertise in the beauty industry, expressed criticism of the formula. The texture was too sticky for her, the scent needed to grow on you. The jury also identified pricing as a pain point. Currently, manufacturing costs are €7, with a selling price of €60 for 30 milliliters – a package size that according to Lanin Labs founder lasts four to six weeks. This doesn’t adequately serve either the luxury segment or the mass market. Moreover, the low revenue in the first months since market launch also made the investors pause.
Ralf Dümmel found the discussion about finances too sensitive and decided against participating. Tillman Schulz also saw no investment case for himself given Lanin Labs’ business figures. Janna Ensthaler felt similarly and emphasized:
“The worst thing as an investor is to have fallen in love, yet still need to remain rational. There are too many homework assignments ahead of you right now. That’s why I’m unfortunately out.”
Finally, Judith Williams also withdrew from a possible investment:
“I would love to and I know exactly how to do it. But the revenue is too low. For me, it’s not investable today – unfortunately. I’m out.”
Although no jury member wanted to make a deal with her, Stekovics seemed confident in the closing interview:
“My hopes were quite high for quite a long time. They really stayed in the process for a long time. That gives me the feeling of appreciation and seriousness, that there’s definitely potential. And now it’s about shaping this rough diamond.”
