- Former model quits the industry to start her own toothpaste brand
- Georgia Geminder founded Gem – a vegan, natural-product based toothpaste
- She found inspiration for the product after seeing a void in the marketplace
- Ms Geminder is daughter of recycling billionaires Fiona and Raphael Geminder
A former model and the daughter of billionaire parents has founded her own label – but not in the sphere you might expect.
Georgia Geminder, daughter of packaging and recycling magnates Fiona and Raphael, left her lucrative modelling career behind after identifying a void in the market for toothpaste.
Ms Geminder has launched Gem, a naturally-based vegan toothpaste free of toxic ingredients that is marketed towards millennials and Generation Y consumers.
‘People expect me to do something in fashion. When I tell people I have started a brand they ask me which fashion label?’ Ms Gemind told the Australian Financial Review.
‘I reply, umm, “it’s a toothpaste”. I love that though, challenging the norm. Toothpaste is such a daggy category.’
Georgia Geminder (pictured) left her lucrative modelling career behind after identifying a void in the market for a common household item – toothpaste
Ms Geminder has launched Gem, a naturally-based vegan toothpaste free of toxic ingredients marketed towards millenials and Generation Y consumers
Ms Geminder said she drew inspiration for the concept after looking at the market for commonplace items and seeing a void for alternative toothpastes
Ms Geminder said she drew inspiration for the product after looking at the market for commonplace items and seeing a void for alternative toothpastes.
She said outside of the major brands, there was no-one offering a natural product targeted at a younger base.
‘I was thinking of how I want to start my business but what can I do? And I thought, what do people do every day? You brush your teeth,’ she said.
Ms Geminder said she analysed the ingredients in recognised brands and saw many had been banned from being used in soaps, while others contained ingredients used in rat poisons and toilet cleaners.
While admitting there are other natural brands on the market, many of them aren’t replacing the unhealthy ingredients with anything meaningful.
‘A brand will take out fluoride, but they won’t replace it with anything, so you’re essentially brushing with sand,’ she told AFR.
‘I was thinking of how I want to start my business but what can I do? And I thought, what do people do every day? You brush your teeth,’ Ms Geminder said
Gem markets itself as being free of 10 ‘toxic nasties’ – which include SLS, parabens, fluoride and any animal-related products
‘People expect me to do something in fashion. When I tell people I have started a brand they ask me which fashion label?’
Gem markets itself as being free of 10 ‘toxic nasties’ which include SLS, parabens, fluoride and any animal-related products.
The toothpaste instead includes hydroxyapatite, a coconute-derived product which Ms Geminder says has been proven to ‘remineralise tooth enamel’.
Her mother, Fiona, is worth $3.4billion according to Forbes with large stakes in recycling company Visy and plastics-packaging brand Pact Group – which she owns with husband Raphael.
*Original article online at https://www.dailymail.co.uk/news/article-9420565/Billionaires-daughter-former-model-quits-industry-start-TOOTHPASTE.html
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