Mum Elle Gencer turned her neglected skin into a multi-million dollar DIY beauty business Dermeren
A mother of two’s dull and neglected skin and $3,000 in savings led her to start a DIY beauty business that made her $3 million in three years
- Elle Gencer started a million dollar business with $3,000
- She wanted people to have access to spa-quality facials at home
A busy mother of two has revealed how she turned her dull, congested skin into a business that has made more than $3 million in three years.
Before there were children, Elle Gencer visited her favorite beauty salon once every two weeks to keep her skin glowing and healthy.
But once she started her family, the 37-year-old marketing manager from Brisbane, Queensland, had no time for lavish excursions and found it difficult to fit them into the family budget.
Before long the mother’s skin was dull and lifeless.
Speaking to FEMAIL, Elle revealed that she dreams of being able to do her facials at 9 p.m.
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Elle Gencer, pictured here with her sons, developed salon-quality DIY facial tools after realizing she wouldn’t be able to go back to bi-weekly spa visits after having kids
She worked all day and her after-hours schedule was dominated by children’s activities and rarely coincided with spa hours.
“But then it becomes a financial issue and you have to prioritize the family budget,” she said.
Elle suffered from postpartum depression, her lack of time for herself and her fading complexion added to her insecurities.
“I want women to be able to spend their time once they’ve finished work and said goodnight to the kids, because self-care is important. Especially for mental health.’
Then in 2019, after the “crazy” newborn years, Elle decided something had to be done for other moms who felt the pressure to put themselves last.
Elle prioritized the visits – and had glowing skin. But things got boring and overcrowded when she stopped going to the spa
“I decided that all women should have access to treatments like microdermabrasion at home,” she said.
In 2020, when his sons were five and seven, Derms was born.
“I started feeling normal again, stopped waking up at midnight and felt rested, so I knew this was the perfect opportunity to start my business,” she said.
The company specializes in DIY salon-quality facial kits, so women (and men) don’t have to miss out on facials when salon hours or prices no longer suit their lifestyle.
“I was so excited about it – and it was something I believed in, so it gave me the strength to ride it.”
Her tools have a camera so people can see exactly what they’re sucking out of their skin
As she got closer to running her business, she quit her job in marketing and put all of her efforts into creating her home microdermabrasion tool called ‘Mycro’.
Once it passed her own rigorous testing, she dropped $3,000 on a “small batch” of the devices to test the market.
And her business has gone from strength to strength ever since.
“It’s been three years, I have a great team and I have family time with my kids,” she said.
Her company has made more than $3 million in sales in three years
The Mycro has changed since its launch in early 2020, which ‘fortunately’ came just before lockdown when people became obsessed with at-home skincare options.
“It now has an HD camera on the tip so people can see what’s coming out of their skin,” she said.
She also claims the device has been used alongside salon machines, leaving beauticians shocked at the quality.
Elle’s business idea, conceived in a moment of desperation, has raised more than three million dollars in just three years.
She now has an IPL tool, blackhead remover and facial brush as part of the range.