LEO Innovation Lab Spinout Launches New Revolution in Skincare

The team behind Nøie is ready to launch their new skincare concept in October


LEO Innovation Lab’s first spinout company HelloSkin is ready to take skincare to the next level with the new brand Nøie. With Nøie, users get customised skincare to match their unique skin profile. 

When it comes to skincare, there’s no “one size fits all” solution. Your skin is unique – and according to Nøie, so should your skincare products be. Nøie is a new skincare concept that seeks to match the need of any individual and will be launched by the team behind HelloSkin in October.

HelloSkin started as an ecommerce platform within LEO Innovation Lab to provide over-the-counter products for people with skin conditions until it was spun out a year and a half ago. Since then, HelloSkin has raised 18 million DKK from LEO Pharma, Preseed Ventures, Seed Capital, and several business angels. The investment has propelled the launch of Nøie as a separate brand with its own platform – and a modest goal of creating the best skin products in the world. 


Customised care for your individual skin profile

In a highly competitive market, Nøie stands out by delivering customised skincare products tailored to your specific skin profile. Nøie means careful, accurate, and meticulous in Danish, which describes the approach to finding something that works for every individual skin type.

Over a period of three years, the team behind Nøie has analysed data from more than 60,000 people who are living with skin issues such as psoriasis, dermatitis, and acne. Furthermore, thousands of skincare products on the market have been analysed. 515 of the best products were selected for a detailed scientific analysis and sold through the HelloSkin platform with the purpose of finding the most effective ingredients for specific symptoms – all done carefully, accurately, and meticulously.


Skincare meets tech 

In collaboration with data scientists and skin experts, Nøie combines medical knowledge with machine learning to develop an algorithm that identifies the optimal ingredient combination for any individual. With this innovative approach, Nøie seeks to provide optimal skincare for all skin types and symptoms.

Nøie is already showing promising results. ​84% of early users​ report a skin improvement after only 21 days of use. 

“Having established and grown HelloSkin, we knew the project addressed untapped potential in the OTC market, and we chose to spin out because the focus area is not within the core business of LEO Pharma. We are very proud to support the beginning of an exciting start for Nøie. The team behind the brand has found a formula for reinventing the way skincare is designed and produced today and time will show how Nøie manages to approach the potential market,” said Kristian Hart-Hansen, CEO at LEO Innovation Lab and board member for HelloSkin and Nøie.   

Nøie will be available online – first in Denmark and Europe before global rollout. 

You can sign up via noie.com to follow their journey, earn special rewards, and be the first to know when they launch later in October.

You can also follow them on Instagram via @noieskincare.