Editor's Spotlight: Startup Focus

Personalised startup looks to Cuure supplement confusion

By Nikki Hancocks

- Last updated on GMT

Marcilhacy and Facchin
Marcilhacy and Facchin

Related tags personalised Startup company Innovation

A Paris-based personalised supplements service is working to become a ‘one stop shop’ for high quality tailored supplements delivered to customers' doors.

Cuure, operational since April 2019, offers French consumers an online platform for getting all their supplements they need, taking the confusion and uncertainty out of supplement purchasing experience.

The company’s co-founder, Hugo Facchin​, has had a successful career in subscription-based personalised online food and drink experiences.

While living in New York, he was COO of the company ‘Try the world’, a subscription service offering consumers the opportunity to try boxes of food and drink products from countries around the world. After building the company to a team of 50 and gaining 100,000 subscriptions, the business was sold in 2017.

It was while living in New York that Facchin formed a friendship with a French engineer who would become Cuure’s co-founder Jules Marcilhacy.

When they moved back to France at the end of 2018 they set about launching a joint venture that would tap into Facchin's experience in subscription-based online business and their shared interest in health.

They created the online platform Cuure in an aim of streamlining the customer experience of buying and taking supplements as they could see this would ultimately improve the efficacy of products and boost repeat purchase.

Facchin explains: “Our vision is to be the one stop shop wellness platform. The value proposal is three-fold: First there is the online questionnaire with 50-70 lifestyle questions. The algorithm takes the answers and recommends between two and eight different supplements for that customer’s specific needs.”

The company currently has a range of 30 unique products including vitamins, minerals, herbs, probiotics and other nutrients but it is expanding the range all the time, using science-backed patented ingredients.

“Once the customer has received their recommendations, they subscribe to receive a box once a month, containing 30 sachets, with each sachet containing all the supplements they need to take in a day.

“The aim of the subscription box and sachets is that it makes the experience more personalised, easier, more enjoyable, less stressful, and therefore improves the customer’s chances of taking the supplements and gaining the health benefits.”

Alongside the subscription box, customers can pick and choose from the 30-strong range of supplements sold on the website. The site categorises the supplements by health concern, making it easy for them to navigate and find the products they feel they need.

Customers also give Cuure feedback on what benefits they are gaining, or not gaining, from the supplements they’re taking, therefore allowing the platform to improve its service all the time.

The questionnaires alongside the feedback provide the company with excellent insights into the supplements customer base. For example, some of the key areas of concern for Cuure's customers are energy, sleep, and stress.

Customers also have the option of regular consultations with the company’s nutritionist, adding to the feeling of high quality, transparent and personalised service.

Facchin says he’s been surprised by the level of knowledge many of his customers have.

“Our customers have a lot of knowledge about specific ingredients, dosages, and the types of products they need. I think this is a very good sign as we have ensured our products are scientifically backed and we are very transparent in sharing the ingredients and the science behind them. I think this is highly appreciated by this savvy customer base.”

The company is now run by a team of 15 and has more than 25,000 subscribers across several countries in Europe, and Facchin hopes to expand the company's reach even further in 2021.



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