February 25, 2024

DIYClearSkin

Define Beauty Yourself

Mum Elle Gencer turned her neglected skin into a multi-million dollar DIY beauty business Dermeren

Mum-of-two’s dull and neglected skin and $3,000 of savings led her to create a DIY beauty business that’s made her $3million in three years

  • Elle Gencer started million dollar business with $3,000
  • She wanted people to have access to spa quality facials at home

A busy mum-of-two has revealed how she turned her dull, congested skin into a business that’s turned over $3million in three years. 

Before kids Elle Gencer would pop into her favourite beauty spa once a fortnight to keep her skin bright and healthy.

But once she started her family the 37-year-old marketing executive, from Brisbane, Queensland, had no time for lavish excursions and found it difficult to find room for them in the family budget.

Before long the mum’s skin was dull and lifeless. 

Speaking to FEMAIL Elle revealed she dreamed of being able to go for her facials at 9pm.

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Elle Gencer, pictured here with her sons, developed salon quality, DIY facial tools after realising she wouldn’t be able to go back to fortnightly spa visits after having kids

She worked all day and her out-of-hours schedule was dominated by children’s activities and rarely aligned to spa hours.

‘But then it becomes a financial issue and you have to prioritise the family budget,’ she said.

Elle was suffering from post-natal depression, her lack of me-time and diminishing complexion added to her insecurities.

‘I want women to be able to use their time, once they have 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 mums feeling the pressure to put themselves last.

Elle used to prioritise the visits - and had glowing skin. But it became dull and congested when she stopped heading to the spa

Elle used to prioritise the visits – and had glowing skin. But it became dull and congested when she stopped heading to the spa

‘I decided all women should have access to treatments like microdermabrasion at home,’ she said.

In 2020, when he sons were five and seven, Dermeren was born.

‘I was starting to feel normal again, had no more midnight wakeups and felt rested, so I knew it was the perfect opportunity to start my business,’ she said. 

The company specialises in salon-quality DIY facial kits, so women (and men) don’t have to miss out on facials if salon hours or prices no longer align with their lifestyles.

‘I was so excited about it – and it was something I believed in, so it gave me power to drive it.’

Her tools have a camera - so people can see exactly what they are sucking out of their skin

Her tools have a camera – so people can see exactly what they are sucking out of their skin 

As she got closer to executing her business she quit her job in marketing and poured all of her efforts into making her at-home microdermabrasion tool dubbed ‘Mycro’.

Once it passed her own strict tests she dropped $3000 on a ‘tiny batch’ of the devices to test the market.

And her business has gone from strength-to-strength since.  

‘It has been three years, I have an amazing team and I get to have family time with my kids,’ she said.

Her business has turned over $3million in three years

Her business has turned over $3million in three years

The Mycro has changed since the launch in early 2020, which ‘luckily’ 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 is coming out of their skin,’ she said.

She also claims the device has been used next to salon machines – leaving beauticians shocked by the quality.

Elle’s business idea, dreamt up in a moment of desperation, has turned over three million dollars in just three years.

She now has an IPL tool, blackhead remover and facial brush as part of the range.