London-based direct-to-consumer skincare line 4.5.6 Skin has rebranded and is now eyeing a retail expansion due to a recent seed financing round and data collection drive.
Founder Noelly Michoux launched the brand in 2020 as a beauty tech start-up dedicated to offering premium and customised skin take care of melanin-rich skin after failing to seek out the precise products for her skin.
“The rationale why I began 4.5.6 is that as a dark-skinned woman who grew up in France, it was at all times super difficult to seek out products that were made for my skin, for my hair, for my beauty,” said Michoux, who began R&D via incubation with LVMH research centers through the Cosmet’up program.
“I lived in Paris, but to...
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