Hair and nail services have been fully commoditized. In almost any neighborhood, you can reliably get a blowout, a haircut, a manicure, or a gel set with predictable pricing and outcomes. Makeup, despite being just as appearance-critical, remains structurally scarce and is still treated as an occasional luxury rather than routine maintenance.

As a result, in a $700B global beauty industry, professional makeup services account for only ~$600M. The category is constrained by labor shortages, non-scalable pricing, and inconsistent results, creating substantial unmet demand for frequent, reliable, professional-quality makeup.

This unmet demand points to a clear blue ocean opportunity for scalable, repeatable solutions.

Secured our first commercial customer to sponsor our deployment. To date, $2.7M from firms including SOSV and Draper Associates funded four years of R&D. Gemma is now entering commercial launch. We are raising a bridge to open Gemma Atelier, our first revenue-generating, members-only club in SoHo: an elevated, regency-inspired space designed for college women, sorority members, and urban young professionals, fitting seamlessly into a woman’s day between errands, workouts, and social plans. Members pay monthly for recurring makeup, hair, and skincare in a refined lounge environment. Following the Atelier opening, Gemma will deploy directly into sorority houses, beginning with over 1,000 waitlist members at Southern Methodist University (Dallas).

Our first deployments are scheduled for March, and we are inviting investors to come in now, ahead of launch, as we lock partners, activate revenue, and establish early leadership in this newly opened category. Join us as we reimagine what getting ready looks like; where it becomes a daily ritual, a moment of delight, and a way women choose to be the main character in their lives.