Trendio, a new video shopping app co-founded by a former Amazon Prime Video executive, aims to improve the shopping experience with beauty. The shopping app enables customers to interact with personalized content and seamlessly purchase beauty products through live and recorded videos.
The app is the brainchild of Alex Perez-Tenessa, former vice president of Prime Video US and Head of Beauty at CVS, and former Prime Video veteran David Olmos. The couple enlisted Amazon Live alum, Julie Novak and former Glossier Head of Make-up Category Management, Leah Grubb with the goal of creating a platform that reimagines the future of beauty e-commerce by delivering personalized advice typically only available in-store. digital shopping efficiency.
“I had the privilege of using Prime Video and seeing new technologies related to content creation,” Perez-Tenessa told TechCrunch in an interview. “I have seen changes in the expectations and behaviors of audiences around the world that made me realize that there is an opportunity to use that technology to solve a problem I saw while running beauty at CVS, which was that beauty products are complicated. It needs to be discounted so that customers can truly understand its value. And the way the digital marketing environment has evolved has gone a long way toward making that easier, for both brands and consumers. So I saw an opportunity to use video technology to create a better way to find and buy beauty products.”
Trendio offers both live and pre-recorded content from creators to help users make informed decisions about brands and products. Among Trendio’s growing list of beauty brands are Merit, Philosophy, Fig1, Ursa Major, Nudestix, Kjaer Weis, Joanna Vargas, Coola and Avene.
The app features a TikTok-like feed where you can swipe through short previews of different products. If you come across a product you are interested in, you can tap to watch the full video. You can also watch live video where you can chat with the creator and other viewers about specific products. Users can browse Trendio’s catalog of videos to see new or featured products, as well as creator channels and product stores. If you find a product you like, you can check out directly from the app. Trendio then makes a commission on every product sold on the platform.
At launch, Trendio is available in the US on iOS, Android and Roku. Perez-Tenessa says one of the insights she took from her time at Amazon Prime Video is that consumers are moving to connected TV, which is why it was so important for Trendio to be available on mobile and Roku. Although Trendio is initially only available in the US, the company plans to launch the app in additional countries in the future.
All content on Trendio is currently edited manually, but in the future the company says the content will be automatically edited using AI. Trendio is currently training and building AI models that will be able to ensure that the application presents interesting content to each user.
The concept of buying live videos has taken off in Asia, but it’s still a new concept being tested in the US Perez-Tenessa believes that for the concept to take off in the US, it needs to be different from the US model. In Asia.
“I think the expectations about the content that people experience are very high in the US,” Perez-Tenessa said. “It should also be a combination of live and recorded content. I think that’s true to some extent in Asia, but it should be even more so in the US. People just try to copy the Asian model and copy and paste it in the US. I don’t think it will work because the relationship with video in the US and Asia has always been different. You have to be there for the customers in the way they want to use the content. We think we can provide customers with the quality and experience they expect.”
In terms of funding, Trendio closed a $3 million funding round in May led by Madrona. Part of the investment went to product development and creating business relationships. The company will use the rest of the investment next year to continue product development and marketing. Trendio also plans to raise a Series A in 2023.
Although Trendio is launching in the beauty e-commerce space, the company plans to expand beyond this category in the future. Perez-Tenessa says it’s possible for the company to naturally expand into health and e-commerce services, and beyond.