# Women-Over-40 Skincare Brands Kari Gran Announces Crowdfunding Campaign Through StartEngine By Grace Mahas | Published 2022-04-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/kari-gran References: [karigran](https://karigran.com/) & [startengine](http://www.startengine.com/karigran) Kari Gran is a Seattle-based, women-owned natural skincare brand that targets women over the age of 40. The brand recently launched a new crowdfunding initiative through StartEngine to ignite growth and expand its investor base. Investments can start as low as $250 and Kari Gran plans to use the funding to continue developing a simple, easy-to-follow system to help women age naturally through menopause. “In 2020, only 2.3% of venture capital funding was received by women-owned companies, despite the fact they own 40% of businesses,” says Lisa Strain, Co-Founder and CEO of Kari Gran. “Regulation CF makes it possible to change that statistic. In previous fundraising rounds, our minimum investment required a large commitment, but by lowering the cost of entry, we can invite more of our loyal, die-hard customers and their spheres of influence to be a part of our growth.” According to the brand, around the age of 40, a woman's skin tends to become dry, dull, saggy, and flaky due to the drop in estrogen. Moreover, there is a loss of collagen and natural oil, however, Kari Gran's natural, oil-based product help to replenish moisture and make the skin appear more supple and fresh. The brand is one of few serving a largerly underserved market. Image Credit: Kari Gran ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 37% | Activity: 47% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Women-over-40 Skincare:** As women over 40 become more conscious about skincare, there is a growing demand for natural-based products that cater to their specific needs. - **Regulation CF Crowdfunding:** The use of Regulation CF crowdfunding provides an opportunity for women-owned companies to secure funding and grow their business, despite challenges in venture capital funding. - **Natural-based Skincare:** Consumers are increasingly attracted to simple, easy-to-follow skincare routines and natural-based products that help them age naturally through menopause. ### Who This Affects Most - **Skincare:** The skincare industry can capitalize on the growing demand for natural-based products formulated to address the specific needs of women over 40. - **Venture Capital:** Venture capital firms can embrace diversity and support women-owned companies by investing in innovative businesses that cater to underserved markets. - **Crowdfunding Platforms:** Crowdfunding platforms can continue to support women-owned companies by offering a low-cost, accessible form of funding that allows them to expand and grow their business. ## Related on Trend Hunter - [Aspirational Mature Beauty Brands](https://www.trendhunter.com/trends/sarah-creal.md) - [Clean Hormone-Friendly Skincare](https://www.trendhunter.com/trends/ever-skincare.md) - [Skincare Investment Campaigns](https://www.trendhunter.com/trends/skinvestment.md) - [Gen X Beauty Brands](https://www.trendhunter.com/trends/molly-sims.md) - [Life Stages-Focused Beauty Brands](https://www.trendhunter.com/trends/skincare-brand-stripes.md) - [Scientist-Founded Skincare Brands](https://www.trendhunter.com/trends/pareva-beauty.md) - [Cost-Conscious Clinical Skincare](https://www.trendhunter.com/trends/wildfleur.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Adult Anti-Aging Skincare Brands](https://www.trendhunter.com/trends/boomer-babe-beauty.md)