Why it matters:
- A growing backlash against overconsumption and excess packaging is accelerating demand for multifunctional, minimalist beauty routines.
- In turn, multiuse products are supplanting multistep regimens for more consumers these days.
- Data-driven decision-making helped drive Gntl’s product development, positioning, and ultimate success selling multifunctional skincare products for consumers “craving clarity and ease,” according to the founder and CEO of the startup brand.
The $23 billion U.S. skin care market has long thrived on crowded vanities and multistep routines that promise to turn back the clock. But as consumers tighten their belts and grow increasingly skeptical of the industry’s wasteful excess, Sydney Dake, Founder and CEO of Gntl, sees an opportunity to challenge the status quo with a more intentional, multifunctional approach to skin care.
Dake spent nearly a decade in product innovation and brand development at multinational brands like e.l.f. Beauty and startup incubators, where she launched beauty blockbusters.
“That experience taught me the power of a great formula,” but it also revealed an industry challenge, she said. “Beauty is built on constant launches, constant novelty, and a cycle that encourages consumers to buy more than they need. I saw firsthand how many products end up half-used or forgotten, and I realized I was contributing to that clutter instead of solving it,” she told CO—.
The beauty industry generates more than 120 billion units of packaging each year, and 95% of it is never recycled. Simultaneously, people are fatigued with complicated, expensive, superfluous steps that don’t always produce better results, according to Dake. “Consumers are craving clarity and ease. They want fewer decisions, fewer bottles, and fewer half-used products in the shower and on their countertops,” she added. “They want to live with greater intention, but they also want products that work. Simplification is both a sustainability choice and a lifestyle shift.”
Consumers are craving clarity and ease. They want fewer decisions, fewer bottles, and fewer half-used products in the shower and on their countertops.Sydney Dake, Founder and CEO of Gntl
Tapping data to inform product development and brand positioning decisions
A commitment to creating multifunctional products inspired the launch of Gntl, which Dake introduced as a direct-to-consumer (DTC) brand three years ago with a single product: Skin Wash, which is sold in a 32-ounce recyclable pouch. Her minimalist approach and choice to manufacture in the United States and Japan were informed by her Japanese heritage.
Since its 2023 launch, Gntl also had a secret weapon shaping its brand — working with Daash Intelligence, a commerce intelligence platform specializing in beauty, according to Dake.
“I previously worked with Melissa Munnerlyn, Daash’s Co-Founder and Chief Marketing Officer, and we stayed in touch. Before starting Gntl, I spent years at larger beauty companies with access to a lot of data, but without a dedicated insights team, it’s hard to know what matters,” she said. “As a product developer, having Daash surface relevant insights has been incredibly helpful.”
Daash, she said, was instrumental in formulating Skin Wash, the company’s hero product, which cleanses the face and body, removes makeup, functions as a shaving gel and hand soap while maintaining the skin’s natural balance.
“From a benefits standpoint, the data reinforced the importance of cleansing without stripping or drying the skin and the need for a cleanser that is gentle enough for everyday use. It also helped surface which claims were resonating [with consumers], which supported ingredient choices like aloe and glycerin,” she said. Gntl also taps Daash to help with brand positioning, from pricing to product differentiation.
As a result, “Skin Wash has one of the highest repeat purchase rates we have seen in the category and is constantly selling out,” Dake said, citing the product as evidence that going against industry trends and tapping into data has paid off.
A second item, Skin Emulsion, launched in June 2025. “It’s a lightweight, facial-grade moisturizer designed for both face and body that softens, strengthens, and supports the skin barrier without feeling heavy or greasy. Our community loves that it replaces multiple lotions and creams while leaving skin comfortable, balanced, and quietly healthy,” she said.
[Read more: How AI is Leveling the Beauty Industry Playing Field for Small Brands]
‘Multifunctional skin and body products mirror the shift we’re seeing in consumer behavior toward less overconsumption and more mindful living’
Selling directly online has been a good strategy for Gntl, with the company sharing that its DTC sales have soared 140% from 2024 to 2025. Having direct access to its customers helped Dake understand what mattered to them. The brand has a 30% repurchase rate and has achieved 100% organic growth to date, fueled by word of mouth and community advocacy, according to the company.
In May 2024, Gntl expanded into Credo Beauty, its first physical retail door. It was a logical move since Credo is known for its high penetration of clean and sustainable beauty and personal care products. Results show that the partnership is fruitful — sales are up 102% since the rollout, Dake said.
“What stood out to me most about Gntl is their philosophy of fewer products, better care,” said Gabriella Ramirez, a Merchant at Credo Beauty. “Their multifunctional skin and body products mirror the shift we’re seeing in consumer behavior toward less overconsumption and more mindful living. That sense of minimalism and intentionality aligns seamlessly with Credo Beauty’s values,” said Ramirez.
Future retail growth could be in the pipeline, but Gntl’s style is to grow at its own pace. “As we grow, we’re exploring retail partners who value intentional expansion and who see multifunctional personal care as the future,” Dake said.
Limiting expansion in a category where people are always looking for a miracle fix can be challenging, but Dake is committed to moving slowly and intentionally.
Growing without constant newness is a challenge, but it also builds trust, she said. “Customers come back because the products truly replace multiple items in their routine. That organic loyalty is more powerful and valuable to us than launching a new SKU every quarter,” she said. “New launches are on the horizon but will be released slowly and intentionally, co-created with our community and validated by Daash insights,” Dake added.
[Read more: 3 Beauty Brands Poised to Drive Growth Among Cost-Conscious Consumers]
Marketing spotlights consumer ‘education, storytelling, and real-life usage’
Gntl’s marketing messages match the product’s commitment to efficacy and simplicity rather than the cacophony of skin care promising instant wrinkle reduction.
“We market through education, storytelling, and real-life usage. We like to show authentic bathrooms, sinks, families, and routines. Because we are building a new category, showing how the products fit into daily life is essential. Expansion will follow the same philosophy of fewer products, greater utility, and a deep focus on sensorial pleasure,” Dake said.
The brand’s core customer is someone who wants performance without complexity. “They might be a minimalist, a new parent, a busy professional, or someone who simply wants better products in fewer steps,” she said.
“Men, women, and families all use the product because it fits into real-life routines without feeling targeted at one group,” Dake explained. “Creating something universal is challenging, but it’s also what sets us apart,” she added.
Although she’s been approached by investors, Gntl remains self-financed. “As we sell out more consistently and expand our footprint, we are beginning to consider institutional investment from the right partner,” Dake said.
While indie brands can be nimble, Dake said resource allocation is challenging. “We prioritize high-quality packaging, rigorous formulation and testing, as well as thoughtful supply chain partners. That requires disciplined decisions every quarter. We do not chase short-term growth for the sake of growth. We build with intention and longevity.”
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