Diana zur Löwen returned as a founder to the German TV program where she had previously appeared as an investor.
Artem Oral Care, which she co-founded, sought investment for toothpaste products intended for separate use in the morning and evening.
The proposal did not materialize, as the company’s valuation became a bigger point of contention than the product concept.
3-Line Summary
1. Artem proposed toothpastes for morning and evening use
2. It requested 30만 euros for a 10% stake
3. The investors drew the line at the company valuation
Diana zur Löwen, from Investor to Founder
Diana zur Löwen previously served as an investor on the German startup investment program ‘Die Höhle der Löwen.’ This time, she stood alongside co-founder Rebecca Lineweber and dentist Julia von Wolf as a founder introducing Artem Oral Care.
The product presented by the three is a toothpaste duo featuring different products for morning and evening use. According to BILD, one tube costs 24.90 euros, and they presented the concept as a product addressing oral health, the oral microbiome, and aesthetic care together.
Artem’s introduction page explains that the morning ‘Sensitive White’ contains papain, bromelain, and nano-hydroxyapatite, while the evening ‘Sensitive Protect’ contains fluoride, arginine, and other ingredients. According to the company’s product description, the morning product focuses on cleaning, freshness, and stain management, while the evening product combines other care ingredients.
The 30-만 Euro Proposal Stopped at the Company Valuation
The founding team’s initial proposal was to receive 30만 euros in exchange for a 10% stake. BILD reported that investors viewed this as a valuation of approximately 300만 euros and considered it high. The introduction page also stated that the funds were intended for marketing and distribution.
Some investors were unable to participate because they had already invested in competing products. The investors who considered participating showed interest in the product idea and the team, but they did not agree with the proposed company valuation. Judith Williams said that the business itself was interesting, but that she would not invest at that valuation.
The founding team subsequently submitted a revised proposal of 40만 euros for a 20% stake. Although the plan involved one or two investors, Andreas W. Herpf, Williams, and Jana Ensthaler ultimately all declined to participate. Diana zur Löwen’s appearance this time revealed the gap between the price proposed by the founder and the price investors were willing to accept, as much as it highlighted the concept behind the product’s ingredients.
References
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