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

Trendio, a mannequin new video purchasing app co-based by a former Amazon Prime Video authorities, is aiming to reinforce the sweetness purchasing expertise. The purchasing app permits prospects to work together with personalized content material and seamlessly buy magnificence merchandise by stay and recorded movies.

The app is the brainchild of Alex Perez-Tenessa, the earlier vice chairman of Prime Video U.S. and Head of magnificence at CVS, and startup veteran David Olmos. The pair enlisted Amazon stay alum, Julie Novak and former Glossier Head of Make-up class administration, Leah Grubb with the purpose of making a platform that reimagines the best strategy forward for magnificence e-commerce by delivering the personalized suggestion traditionally solely current in-retailer with the effectivity of digital purchasing.

“I had the privilege of working Prime Video and that i noticed pretty a pair of latest utilized sciences associated to content material creation,” Perez-Tenessa instructed TechCrunch in an interview. “I noticed modifications in expectations and behaviors of audiences world broad and that made me see there was a likelihood to leverage all of these utilized sciences to unravel a draw again I’d seen after i used to be working magnificence at CVS, which was that magnificence merchandise are complicated. They ought to be demoed to be sure that that prospects to actually understand their worth. And the best strategy that the digital retail setting has developed has not gone inside the path of making that simpler, for every manufacturers and prospects. So I noticed a likelihood to leverage video utilized sciences to create a rather a lot greater approach to discover and store magnificence merchandise.”

Trendio presents each stay and pre-recorded content material from creators to assist prospects make educated selections about merchandise and varieties. amongst Trendio’s rising roster of magnificence manufacturers are benefit, Philosophy, Fig1, Ursa foremost, Nudestix, Kjaer Weis, Joanna Vargas, Coola and Avene.


picture credit: Trendio

The app encompasses a TikTok-like feed the place you almost certainly can swipe by quick previews of diversified merchandise. in case you come throughout a product that you only’re contemplating, you almost certainly can faucet to watch the whole video. you almost certainly can too watch a stay video the place you almost certainly can chat with a creator and completely different viewers about particular merchandise. prospects can browse Trendio’s catalog of movies to see new gadgets or featured manufacturers, collectively with creator channels and mannequin shops. everytime you uncover a product that you only like, you almost certainly can try immediately inside the app. Trendio then makes a fee on every product that is purchased on the platform.

At launch, Trendio is obtainable inside the U.S on iOS, Android and Roku. Perez-Tenessa says one in all many insights that he took from his time at Amazon Prime Video was that prospects are shifting in the direction of linked tv, which is why it was so important for Trendio to be accessible on each mobile and Roku. although Trendio is initially solely accessible inside the U.S., the agency plans to launch the app in extra international areas finally.

all of the content material on Trendio is at the second manually edited, however finally the agency says the content material shall be mechanically edited using AI. Trendio is at the second teaching and constructing AI fashions that will have the vitality to be sure that that the app surfaces content material that is fascinating for every particular person.

the idea of stay video purchasing has taken off in Asia, however it’s nonetheless a reasonably new and experimental idea inside the U.S. Perez-Tenessa believes that to be sure that that the idea to take off inside the U.S, it ought to be completely different from the mannequin in Asia.


picture credit: Trendio

“i really feel the expectation relating to the content material that of us come throughout might be very extreme inside the U.S.,” Perez-Tenessa acknowledged. “It additionally ought to be a mix of stay and recorded content material. i really feel that is true to some extent in Asia, however it ought to be rather extra the case inside the U.S. of us have simply tried to merely copy the Asian mannequin and duplicate paste it into the U.S. I don’t that’s going to work as a consequence of the connection to video inside the U.S. and and in Asia has alway been completely different. you ought to be there for the consumers the best strategy they should eat the content material. we anticipate we will current prospects that extreme quality and expertise that they anticipate.”

by the use of funding, Trendio closed a $three million funding spherical in might that was led by Madrona. Half of the funding went in the direction of product enchancment and creating enterprise relationships. the agency will use the completely different half of the funding subsequent yr for continued product enchancment and advertising. Trendio might be planning to enhance a collection A in 2023.

although Trendio is launching inside the sweetness e-commerce space, the agency plans to develop past that class finally. Perez-Tenessa says there might even be potential for the agency to naturally develop into wellness and equipment e-commerce, and past.


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