Former Prime Video exec launches Trendio, a video shopping app aiming to reimagine beauty e-commerce • TechCrunch

Trendio, a new movie shopping app co-founded by a former Amazon Key Video clip government, is aiming to increase the attractiveness shopping expertise. The purchasing application permits buyers to engage with personalised content material and seamlessly purchase splendor products and solutions via dwell and recorded videos.

The application is the brainchild of Alex Perez-Tenessa, the previous vice president of Primary Online video U.S. and Head of Attractiveness at CVS, and startup veteran David Olmos. The pair enlisted Amazon Are living alum, Julie Novak and previous Glossier Head of Make-up Classification Management, Leah Grubb with the intention of building a platform that reimagines the foreseeable future of natural beauty e-commerce by providing the individualized information customarily only identified in-retail outlet with the effectiveness of digital procuring.

“I had the privilege of running Primary Video and I observed a number of new systems connected to material creation,” Perez-Tenessa told TechCrunch in an interview. “I observed variations in expectations and behaviors of audiences around the environment and that made me see there was an possibility to leverage all of all those systems to resolve a issue I’d witnessed when I was running magnificence at CVS, which was that splendor items are elaborate. They need to have to be demoed in get for customers to actually realize their value. And the way that the electronic retail natural environment has advanced has not gone in the path of creating that simpler, for both equally manufacturers and customers. So I noticed an opportunity to leverage video technologies to make a considerably better way to uncover and shop elegance products and solutions.”

Trendio provides both of those are living and pre-recorded articles from creators to aid consumers make educated conclusions about products and solutions and manufacturers. Among Trendio’s increasing roster of beauty makes are Advantage, Philosophy, Fig1, Ursa Key, Nudestix, Kjaer Weis, Joanna Vargas, Coola and Avene.

Picture Credits: Trendio

The app functions a TikTok-like feed where you can swipe by means of shorter previews of various merchandise. If you appear across a product that you’re fascinated in, you can tap to enjoy the total video. You can also look at a are living video clip where you can chat with a creator and other viewers about precise solutions. Buyers can look through Trendio’s catalog of movies to see new items or showcased brands, along with creator channels and manufacturer shops. When you discover a product or service that you like, you can examine out directly in the application. Trendio then makes a fee on every single merchandise that is sold on the system.

At start, Trendio is offered in the U.S on iOS, Android and Roku. Perez-Tenessa says just one of the insights that he took from his time at Amazon Key Video clip was that buyers are transferring towards connected Tv set, which is why it was so vital for Trendio to be available on each cell and Roku. Even though Trendio is in the beginning only offered in the U.S., the company programs to start the application in more international locations in the upcoming.

All of the articles on Trendio is at this time manually edited, but in the foreseeable future the corporation states the content will be quickly edited using AI. Trendio is presently education and building AI designs that will be capable to ensure that the app surfaces material that is interesting for every single unique consumer.

The strategy of dwell movie buying has taken off in Asia, but it’s continue to a reasonably new and experimental idea in the U.S. Perez-Tenessa believes that in buy for the strategy to acquire off in the U.S, it wants to be distinct from the product in Asia.

Graphic Credits: Trendio

“I imagine the expectation pertaining to the written content that people today appear across is extremely substantial in the U.S.,” Perez-Tenessa claimed. “It also has to be a combination of live and recorded articles. I assume that is real to some extent in Asia, but it has to be even a lot more the circumstance in the U.S. Folks have just tried out to just duplicate the Asian design and copy paste it into the U.S. I don’t that’s heading to function mainly because the romantic relationship to movie in the U.S. and and in Asia has alway been various. You have to be there for the shoppers the way they want to take in the content. We think we can give clients that top quality and knowledge that they assume.”

In terms of funding, Trendio shut a $3 million funding round in Might that was led by Madrona. Half of the expense went towards products progress and creating business enterprise relationships. The organization will use the other fifty percent of the financial investment upcoming 12 months for continued merchandise advancement and marketing and advertising. Trendio is also preparing to increase a Series A in 2023.

While Trendio is launching in the elegance e-commerce house, the corporation plans to develop outside of that class in the future. Perez-Tenessa suggests there is probable for the enterprise to the natural way grow into wellness and accessories e-commerce, and past.