Douglas acquires financial interest in start-up Welmoa

Douglas acquires financial interest in start-up Welmoa. Douglas, the leading premium beauty retailer in Europe, is investing in the beauty start-up Welmoa, a Munich-based beauty on demand platform that is already represented in six German cities.

Mobile beauty offerings and wellness services

The platform, which was established in 2016, offers mobile beauty and wellness services which are delivered straight to the customer’s location of choice via an online booking system. The portfolio ranges from make-up, massages and nail care through to hairstyling and hair removal. With just a few clicks customers can book beauty experts who offer a treatment, seven days a week, that is tailored to their personal needs and individual everyday schedule.

Beauty experts with premium quality standards

The mobile beauty experts from Welmoa bring the required equipment and transform any location into a beauty oasis and place of relaxation. They master their trade perfectly and have passed a three-stage selection process to offer first-rate and exclusive service.

Douglas acquires financial interest in start-up Welmoa – cooperation for innovative and exclusive service

“As Europe’s no. 1 beauty destination we always set new standards. This includes offering our customers not only unique shopping experiences in our stores and affiliated salons but also at home. We want to provide this innovative and exclusive service in cooperation with Welmoa. We so firmly believe in the concept of being pampered with high-quality beauty services at the place of one’s choice that we are investing in it,” says Tina Müller, Group CEO of Douglas.

Beauty at home segment – a market that is already booming in America

Douglas is not merely acquiring a financial interest in Welmoa as a classic venture capitalist but also acts as a media-for-equity investor. Response to the new offering in Munich is being tested in a pilot phase. Existing Douglas customers moreover benefit from introductory offers.
Douglas CMO Lucas van Eeghen: “As an innovative beauty player we are always on the lookout for exciting investment opportunities that are in line with our #FORWARDBEAUTY strategy. In Germany Welmoa is a pioneer and currently the premier company in the beauty at home segment – a market that is already booming in America. We want to enter this exciting field together with Welmoa and give our customers access to premium beauty services.”

On a joint learning path with Douglas

“We see Douglas as a strategic investor whose media power and marketing expertise offers us a unique opportunity to publicise our service to an even more targeted audience and receive assistance in our expansion process,” according to Analena Gabloner, founder of Welmoa.

Further information on Welmoa can be found at:

[Text/Photo: epcnews; Douglas/Welmoa]