Nøie announced securing $12 million backed by Talis Capital, Inventure and angel investors.

Nøie, a Copenhagen, Denmark-based D2C operator of a customized skincare platform, announced the completion of a $12 million capital funding round.

The money was raised from investors led by London-based Talis Capital, joined by Helsinki-based Inventure and angel investors Thomas Ryge Mikkelsen, former executive vice president at Pandora, and Kristian Schrøder Hart-Hansen, former CEO of LEO Pharma’s Innovation Lab.

Proceeds will be used for new product development and business expansion.

Nøie, founded as HelloSkin in 2018 by Daniel Jensen (CEO) and Chris Christiansen as a spinout from LEO Innovation Lab, was initially an ecommerce platform within LEO Innovation Lab to provide over-the-counter products for people with skin conditions until it was spun out a year and a half ago.

Nøie later emerged as a separate brand with its own platform and the goal of creating skin products, and currently is an ecommerce operation for selling customised skincare products that aim to improve the quality of life of people suffering with sensitive skin conditions including acne, psoriasis and eczema. The company’s skin test uses an algorithm to assign customers to their skin family and recommend customised products to suit their skin.

Nøie previously raised DKK 18 million in 2019.