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ETHOSA

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Multi-award winning, waterless personal care products, with proven skincare benefits & planet friendly.

163%
 - 
Funded 18 Apr 2024
£150,001 target
£273,500 from 192 investors
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Business overview

Location London, United Kingdom
Social media
Website ethosa.co.uk
Sectors Home & Personal Non-Digital Mixed B2B/B2C
Company number 13410711
Incorporation date 20 May 2021
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Investment summary

Type Equity
Valuation (pre-money) £2.3M
Equity offered 9.78%
Tax relief

SEIS

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Business highlights

  • 4.7 star rating + over 70% returning customer rate
  • Tapping into a £40b market opportunity
  • Listings with Canopey, Amazon, Etsy, Econess
  • Featured in national press & family office backed
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Key features

  • Secondary Market
  • Nominee investment min. £20.79 +
  • Direct investment min. £20,000.00 +

Idea

Introduction

Our mission is to revolutionise personal care by creating products that promote mindful consumption and leave a lasting impact on both skin and the environment. We aim to challenge outdated production methods and democratise waterless personal care tailored to individual skin needs.

ETHOSA emerged from our Founder's first-hand experience working with some of the biggest Beauty & Personal Care players and witnessing the significant negative impact of the industry.


After successfully testing the UK market with a product prototype, we launched our first range of refillable waterless shower gels for different skin types in April 2023.


This is just the beginning of our journey, and we invite you to join us in reshaping the way people approach personal care.

Substantial accomplishments to date

• Created by a team of two ex-Mintel & THG executives – Gaëlle Chatelard, who was recently awarded Female Founder 30 under 30 (Natural Products) and Oliver Ludwig.

• Achieved a customer return rate of 70%+ in Dec 23.

• Rated excellent on Trustpilot and acclaimed by green beauty bloggers.

• Grew an online community of 17K+ incl. email, and social channels.

• 100% naturally derived ingredients and housed in compostable sachets.


• Collected more than 12,000 skincare data points through our free skin test which help us create the products of tomorrow.

• Won multiple awards including Most Eco-Friendly Body Wash Set in the Perfect Gift Awards 2023, and Most Innovative Personal Care Company in the World Finance Innovation Awards 2022.


• Featured in National Press incl. The Guardian, Stylist Magazine, Cosmetics Business. Recognised by global skincare brand, Clarins, as one of the companies leading the way in making water-free products.


• Our significant positive impact on 5 UN Sustainable Development Goals has also been certified by Vested Impact. Planting 1 tree for every order above £25, through our partnership with Evertreen. We also support several charities and have one partnership.

• Listings with Canopey, Amazon, Etsy, Eco Homemaker, Econess Store & Jjungl.

• Took part in renowned accelerators incl. ALSA 2022 by Amazon & Climate Kic, Natwest 23, Greentech Europe 23.

Monetisation strategy


ETHOSA currently sells refillable, natural body washes via 3 core channels:

•D2C: Most of our revenue is from our ecommerce store where our products are available for convenient delivery through the letterbox on a one-off basis and via automated subscriptions online. This enables us to connect directly with customers, nurture relationships and maximise margins.

•Online marketplaces: incl. Amazon, Canopey, Econess Store, Eco-Homemaker: this enables us to get additional visibility by being promoted alongside like-minded sustainable brands.

•B2B: currently selling to B&Bs, and small boutique hotels throughout Europe, as well as corporate clients for gifting.

Use of proceeds


•(50%) E-commerce: we will continue to scale our e-commerce business by investing in paid advertising, digital PR and partnerships.

•(50%) NPD: we will start developing our powder-form shampoo range that shares the same ethos as our body wash range. We believe this will help increase our AOV, LTV and brand loyalty — but moreover will continue to reduce plastics in the bathroom and improve daily shower routines.

A portion of the investment reflected in this campaign was received by the Company in the 6 months prior to the launch of the investment round on Seedrs and the Company has started putting this to use.

Key Information

Material Debt

The Company has the following outstanding loans:

A founder's loan with £65.000 outstanding at no interest rate per annum. The loan is not repaid and there is no due date.

A founder's loan with £20.000 outstanding at no interest rate per annum. The loan is not repaid and there is no due date.

The funds raised from this investment round will not be used to repay these loans.

SEIS Tax Relief

Please note that the Company has £63,000 left of their SEIS allocation. £100,000 of the investment reflected in the campaign is eligible for SEIS, so investments up to £163,000 in this round are expected to be eligible for SEIS tax relief on a first-come, first-serve basis. The investments made after £163,000 has been reached are expected to be EIS eligible.

Tax treatment depends on individual circumstances and is subject to change in the future.

Director Disclosure

Director, Oliver Ludwig is a full time employee at another company, committing 8 hours a week for ETHOSA during weekends and outside of his working hours. There is no relationship between ETHOSA and his alternate role. They do not compete or provide services between them in any kind of form.

Investor Perks

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.

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If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This campaign for ETHOSA has been approved by Seedrs Limited (trading as Republic Europe) ("Republic Europe", "us" or "we"), as of 29 February 2024 as a financial promotion. Republic Europe is authorised and regulated by the Financial Conduct Authority with firm reference number 550317. In approving this campaign, Republic Europe has concluded that the information, taken as a whole, is "fair, clear and not misleading." This means that for factual statements we have reviewed evidence of their accuracy, and that for aspirational statements we believe they are phrased appropriately in light of their speculative nature. You should note that in the case of factual statements, the evidence we review is provided by the business, and we do not audit it, which means that we may not be able to identify forged or altered evidence. You should further note that in the case of aspirational statements, the nature of the type of businesses presented on the Republic Europe platform is such that they are likely to have high ambitions, and we may approve statements that convey those ambitions even where we do not believe, or we do not have a view on whether it is likely, that they will be fully realised. The pre-money valuation and investment sought in the campaign are those set by the business: they are not reviewed or established by us, and the valuation is not an independent view of what the business is worth. Given the nature and type of businesses presented on the Republic Europe platform, it is possible that the business has very little cash remaining prior to receiving this investment, and the investment sought may be necessary for the business's on-going existence.

Republic Europe does not make investment recommendations to you. No communications from Republic Europe, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Republic Europe does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Republic Europe, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £2,263,709

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Nominee investment

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Nominee investment.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Nominee investment). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

Security Token

A security token is a digital asset that represents ownership or other rights. It is a digital form of traditional investments. In the future, you may be able to trade your investment through compatible exchanges.

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