Information on the Target

MyVariations, founded in 2020 by Alexis and Martin Thiebaut, is a French brand dedicated to oral health. The company specializes in designing and marketing a comprehensive range of oral hygiene products, including sonic electric toothbrushes, all-natural toothpaste, dental floss, and various accessories. MyVariations has rapidly established itself as a credible alternative to traditional market leaders by focusing on user needs and innovative product development.

With a selective distribution strategy that emphasizes e-commerce and pharmacies, MyVariations has secured distribution in over 5,000 pharmacies and achieved impressive sales of nearly €35 million. The company's goal is to strengthen its presence in France by enhancing pharmacy distribution while also expanding its reach into multiple European countries, particularly Spain and Italy. This ambitious growth strategy is anchored in maintaining existing sales channels, diversifying the product range, and continuously innovating in collaboration with health professionals.

Industry Overview in France

The oral health products industry in France is experiencing significant growth driven by increasing consumer awareness of dental hygiene and a shift towards natural and sustainable products. The market is witnessing a surge in demand for innovative solutions that combine effectiveness with environmental responsibility. Consumers are increasingly seeking products that are not only efficient but also made from safe, natural ingredients.

In recent years, the market has seen the emergence of new players like MyVariations, which are redefining the competitive landscape. By leveraging direct-to-consumer channels and establishing partnerships with healthcare professionals, these brands are able to penetrate the market effectively, often challenging established giants. Digital marketing strategies and e-commerce platforms are becoming crucial for new entrants to gain visibility and reach their target audience.

Moreover, the French government has implemented various health initiatives to promote better oral hygiene, which has further contributed to market growth. This supportive regulatory environment provides a favorable backdrop for companies focused on innovation and health education.

Furthermore, a growing emphasis on sustainability in product sourcing and packaging is prompting brands to adopt circular economy principles. MyVariations’ commitment to recycling toothbrush heads and diversifying its sourcing strategies positions it well within this emerging consumer trend.

The Rationale Behind the Deal

This partnership with GENEO Mezzanine is strategically aligned with MyVariations' ambitions for rapid growth and international expansion. GENEO’s investment will facilitate scaling operations and support the founders in liquidity while ensuring continuity for initial investors. With GENEO’s backing, MyVariations aims to enhance its organizational structure, broaden its product offerings, and strengthen its strategic impact through initiatives centered on environmental sustainability.

GENEO’s unique approach combines financial support with guidance, leveraging its extensive network of experts to assist MyVariations in achieving its ambitious goals. This collaboration is expected to accelerate growth, paving the way for greater market penetration in Europe.

Information About the Investor

GENEO Mezzanine is a fund managed by GENEO Capital Entrepreneur, which aims to provide supportive financing solutions to growth-oriented companies. With a unique and flexible approach to investment, GENEO offers hybrid financial instruments designed to foster long-term transformation in SMEs and mid-tier enterprises in France.

GENEO Capital Entrepreneur emphasizes a mission-driven approach, focusing on delivering positive financial outcomes while making a meaningful impact on local economies. With approximately €740 million in assets under management, GENEO not only provides the necessary capital but also aligns its resources to help companies like MyVariations thrive through tailored strategic support.

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In our expert analysis, GENEO’s investment in MyVariations presents a promising opportunity for sustainable growth. The burgeoning demand for innovative and eco-conscious oral health products positions MyVariations favorably in the market. The brand’s strong commitment to quality and user-centric design, combined with its strategic plans for expansion, enhances its attractiveness as an investment.

Additionally, the collaborative effort between MyVariations and GENEO to implement an effective growth plan reflects a strong alignment of goals and values. GENEO’s focus on leveraging resources to support businesses in scaling up and evolving operations is invaluable, especially in the competitive landscape of health and wellness products.

The incorporation of sustainability initiatives, such as recycling efforts and carbon reduction strategies, not only positions MyVariations as a responsible business but also appeals to the increasingly conscientious consumer. In today's market, brands that can blend quality, accessibility, and sustainability are likely to outperform traditional competitors.

Overall, this deal is anticipated to enhance MyVariations’ market presence significantly, making it a strong contender within the European oral hygiene sector. With GENEO’s strategic partnership, MyVariations appears poised for a successful trajectory of growth, making it a commendable investment opportunity.

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