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Salon management system GlossGenius raises $25 million series B

September 28, 2022, 12:05 PM UTC
GlossGenius founder and CEO Danielle Cohen-Shohet (left) and her sister and chief business officer Leah Cohen-Shohet (right).
Courtesy of GlossGenius

Good morning, Broadsheet readers! Hillary Clinton believes a woman can become president despite increasing pushback, Walmart adds fertility care to employee benefits, and beauty industry disruptor GlossGenius raises $25 million.

– Built for beauty. Operating expenses like rent and labor can account for nearly 80% of most beauty salons’ revenue, and turning a profit requires high marketing spend, repeat clients, and low overhead. That’s where GlossGenius, an all-in-one business operations platform for beauty and wellness professionals, comes in.

GlossGenius helps salons and spas streamline back-office management like payments, booking, inventory, communications, and marketing all on one platform. Launched in 2016, the startup now has over 40,000 businesses using its platform, overseeing more than $2 billion in transaction activity annually.

GlossGenius announced a $25 million series B close on Tuesday, led by Imaginary Ventures and Bessemer Venture Partners, with participation from Left Lane Capital. Its series A close last November brought in over $16 million from big names in the vertical business operations software space, including Shopify founder and CEO Tobias Lütke, Mindbody cofounder Robert Murphy, and Bessemer Venture Partners.

“It’s a really strong testament to the business,” Danielle Cohen-Shohet, founder and CEO of GlossGenius, tells Fortune. “We’re doing something really big [and] we have a lot to show for it.”

GlossGenius is the brainchild of Cohen-Shohet, who first dabbled in the payments space during her senior year at Princeton when she and her twin sister Leah created a digital receipts platform. Both went on to work at Goldman Sachs soon after graduation. Danielle, who had previously worked as a freelance makeup artist, saw an opportunity to disrupt how small businesses handle their operations. She taught herself how to code and landed a spot in Sephora’s inaugural accelerator program in 2016. That same year, she launched GlossGenius.

GlossGenius has attracted a loyal user base since its founding. “I remember early on seeing customers posting such evangelistic love for GlossGenius, [which is] in an otherwise unsexy industry,” says Leah Cohen-Shohet, GlossGenius’s chief business officer. She officially joined the company in May 2021, though she has worked behind the scenes with her sister since its inception.

In its early days, particularly during beta testing, many of GlossGenius’s users came through word-of-mouth testimonies. The platform has since amassed a cult following of sorts, with users sometimes riffing on its logo in their various designs.

Some users have painted their nails to mimic GlossGenius’s design.
Courtesy of GlossGenius

This type of loyalty is unsurprising for an industry that has largely been underserved. While plenty of one-size-fits-all payment platforms like Square exist for small businesses, Cohen-Shohet says small businesses in the beauty industry need a purpose-built platform, similar to Toast for restaurants and Shopify for e-commerce. Existing operations software for the beauty industry tends to serve larger salons and teams, making it costly and difficult for smaller enterprises to manage.

GlossGenius’s membership pricing starts at $24 per month, and the company says users report a 25% to 100% boost in revenue after joining GlossGenius.

The startup plans to use its new funding to expand its workforce and build out new products and services. Over 70% of GlossGenius users are women, with many from underrepresented backgrounds. In the beauty industry more broadly, women and people of color have a larger representation than in the overall U.S. workforce. Because of their stronger presence in the sector, GlossGenius believes that its services go beyond optimizing business operations and can even help propel economic mobility.

“Our product is creating a stronger local fabric and elevating small business entrepreneurs, particularly those with diverse backgrounds, because that’s the fabric of the beauty and wellness industry,” says Leah.

Paige McGlauflin
paige.mcglauflin@fortune.com
@paidion

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