In the past 12 months Georgia Geminder, 29, from Melbourne, Victoria has sold more than 30,000 teeth whitening pens after launching her own natural oral health brand.
A young entrepreneur has revealed how she went from working as a model to a Forbes rich list in just two years after taking advantage of a gap in the beauty market.
In the past 12 months Georgia Geminder, 29, from Melbourne, Victoria has sold more than 30,000 teeth whitening pens after launching her own natural oral health brand, GEM.
Speaking to FEMAIL Georgia revealed that she was working as a model in LA when she saw a radical shift to natural products in the beauty industry.
New brands are flooding the market but one category – personal care – has barely been touched, especially when it comes to alternative options to toothpaste.
The ‘natural’ options on the market are less effective, don’t lather properly and aren’t sweet enough,” he said.
But traditional chemical-based products don’t ‘work’ for Georgia either.
“We spend our lives dodging chemicals to then go home and pour 20 or so in your mouth,” he said.
Forbes rich registrar sees a gap in the market as the world begins to turn to more natural alternatives to beauty
He started by making toothpaste without the ‘naughty nine’ now he has mouthwash, whitening pen and breath spray
So he decided to change it with the aim of becoming the ultimate agitator in outer space.
‘Basically I then continued my two-year quest to create the perfect natural toothpaste, which not only tastes minty and ensures fresh breath, but also remineralizes tooth enamel,’ he says.
Before explaining, she wanted to ‘look cute too’ after realizing that the dental sector is still considered daggy in the burgeoning beauty industry.
“I think it’s time for trendy, millennial-focused brands to disrupt this category,” he said.
‘I wanted to create something that not only looked good in our bathroom, but worked,’ she says.
While researching the chemicals in toothpaste, he came across the ‘nine evils’ which included SLS, a chemical used as a foaming agent in toothpaste that is also used in industrial cleaners.
Georgia was working as a model in LA when she decided to start her company, GEM
He also discovered triclosan, which has been banned in soaps and baths but is still used in toothpaste because of its anti-bacterial properties and titanium dioxide, which is commonly found in paints.
‘Needless to say, none of the nine evils made it into the Jewel,’ he said.
He also added oral probiotics to the mix.
‘The idea here is that if you poison your mouth with a chemical, good or bad bacteria can multiply. But if you add beneficial bacteria, like our oral probiotics, it really allows for a balance of the environment in the mouth,” he says.
‘Given the mouth is the gateway to the gut – and overall health – that’s quite important.’
The company launched with a single toothpaste offering in 2020 – after the young woman managed to find a formula free from chemical compounds like parabens and triclosan.
He now offers eight flavors of toothpaste, two mouthwashes, two whitening pens, and a breath spray with more coming soon.
The teeth whitening pen has been the most successful standalone product for GEM so far.
And that was something Georgia didn’t expect.
‘Literally thousands of customers see whiter teeth in just a few days, and it’s only $20. I am very proud of this product,’ he said.
The pens are made using ‘a very low dose of food-grade hydrogen peroxide, which acts as a safe, low-sensitivity bleaching agent’ he explains.
He wanted to develop a product that also included pro-biotics to help with gut health
‘Oxygen penetrates your tooth enamel and lightens surface stains. Hydrogen Peroxide levels are safe for all, even those with sensitive teeth,’ he said.
‘Everyone wants a bright, sparkling smile – I think pens have become very popular because they are easy to use and affordable.’
Georgia launched Gems early in the Covid pandemic, so it faced several challenges.
‘Launching a business at the start of a global pandemic is not easy. However it allows me to improve on the brand, the packaging. Now that the world has started to reopen, we can look to the global market for further expansion,” he said.
Like owning your own business on a wild rollercoaster ride.
But being on the Forbes 30 under 30 list has made it all worth it.
She also wanted the packaging to look good after seeing the oral health aisle still filled with daggy products
“This is truly a dream come true,” he said.
‘In two short years, it feels great to have been recognized for our work in the oral care field. Anyone who knows me knows that this has been my dream for a long time,’ he said.
Forbes’ announcement came the same week as 29-year-old Gerogia. His company also released two new products at once making it a great week.
Georgia owes her career in modeling to her insights into the beauty industry.
‘I spent most of my early modeling career in Australia, London and Los Angeles.’
‘I also spent some time working at Remedy Kombucha, where I learned about the importance of forming healthy habits and the microbiome,’ he says, before admitting that’s where he caught the start-up bug.
Georgia appears on the 30 under 30 list alongside founder of The Quick Flick and beauty fridge, Iris Smit.
Iris’s beauty empire is now worth over $15 million per year – and shipped worldwide.