When Georgia Geminder founded Gem in 2020, she aimed to revolutionise an often-overlooked category: oral care. With a background in beauty and a stint at Remedy, where she witnessed a start-up grow from a team of four to 100, Geminder was inspired to create products that were both functional and aesthetically pleasing.

“I asked myself, ‘What do people do every day? What is a ritual that we never miss?’ Then I realised; brushing your teeth,” she explains. Noticing that oral care products were often stale and unappealing, Geminder sought to bring life to the category with products people would be proud to display in their bathrooms.

Now, Geminder, a former model and the granddaughter of Australia’s late ‘Cardboard King’ Richard Pratt, who is also the eldest daughter of billionaire packaging magnates Raphael and Fiona Geminder, is making waves again with the launch of her new line of deodorants, set to hit 3500 retail stores nationwide.

These deodorants are available in four scents and feature skin-loving ingredients like hyaluronic acid, vitamin E, and shea butter.

“Hyaluronic acid, a common ingredient in face serums thanks to its hydrating properties, locks in moisture, making it effective in deodorants,” explains Geminder. This expansion marks Gem’s first venture outside of oral care, aligning with its mission to shake up stale categories with innovative, high-quality products.

Gem quickly gained a loyal following, thanks to its commitment to high-quality ingredients and beautiful packaging. “The biggest element that set us apart is that we provide people with products that tick all the boxes: make you feel/look good, available in beautiful, aesthetically pleasing packaging, and genuinely work,” says Geminder. This approach has resonated with consumers, helping Gem to triple its revenue and expand its team.

However, breaking into a market dominated by heritage brands was not without its challenges. “The biggest challenge is how to intercept a shopping habit that has been engrained within consumers for 20+ years… how to create noise amongst big players in our category,” Geminder notes. Despite these hurdles, Gem has succeeded in converting customers, with many returning after their first purchase.

Sustainability has been a key focus for Gem from the beginning. “Ensuring we do right by our planet, our animals, and our people is really important to us at Gem,” Geminder emphasises. The company ensures all formulations are cruelty-free and produces the majority of its products in Australia to reduce its carbon footprint.

Gem’s commitment to natural ingredients also sets it apart. “Majority of our formulas have been manufactured here in Australia, where we lean into local suppliers to source natural ingredients,” Geminder explains. This dedication to quality and sustainability extends to Gem’s new line of deodorants.

The decision to expand into deodorants was driven by a desire to continue shaking up stale categories. “We’ve been wanting to go after deodorants for some time now,” says Geminder. The new products align with Gem’s mission to provide beautiful, indulgent, and better-for-you beauty products that don’t cost an arm and a leg. “We wanted to provide beautiful products for your bathroom that are also functional AND leave you wanting more,” she adds.

Gem’s strategy for scaling the business has been bold and innovative. “Don’t be afraid to push the boundaries! We’ve never taken the ‘easy’ route; pushing the boundaries in a long-standing category might seem daunting, but we’re still here (and thriving!),” Geminder advises. She credits the success of Gem to a combination of a dedicated team, loyal customers, and a strong support system from family, friends, and suppliers. “It truly takes a village and I’m forever grateful,” she says.

Engaging with customers is central to Gem’s approach. “For me, our customers are my number one priority. My team and I live and breathe the value that our customer is at the forefront of all that we do – without them, we wouldn’t exist,” Geminder asserts. She frequently reaches out to customers who leave reviews, always seeking to learn and improve.

Gem’s new line of deodorants is positioned to stand out in the market with its focus on skincare ingredients and aesthetically pleasing packaging. “Our four deodorants are enriched with skin-loving additions like hyaluronic acid, vitamin E, and shea butter to deeply hydrate, smooth, and nourish your pits,” says Geminder. This approach aligns with Gem’s overall mission to elevate everyday rituals with beautiful, effective products.

To celebrate the launch in Sydney, Gem and Barry’s Bootcamp hosted a 45-minute high-intensity workout to showcase the new skin-loving deodorants. Guests were introduced to the deodorant range and enjoyed smoothies inspired by the scents.

Images from the launch below. Photos: Rachel Yabsley | The Fourth Creative.

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