Editor note: In our 2022 Startups to Watch feature, the Silicon Valley Business Journal and San Francisco Business Times present startups and founders doing unique things in the San Francisco Bay Area. Revelle Aesthetics is one of 20 that we have profiled — to read more about our mission and the other startups we're featuring, click here.
As the leader of Mountain View-based Revelle Aesthetics Inc., which produces a device to reduce cellulite, Caroline Van Hove says it's important to market the product to women in an authentic manner that respects their wallets.
"As a female CEO and as a mom of three girls, I take that very seriously," Van Hove said.
The condition manifests as an orange peel-like texture on the skin and is a source of anxiety for many women. The U.S. market for cellulite treatments is valued at $2 billion, according to Market Research Engine. Between 80% and 90% of women will experience cellulite in their lifetime.
Revelle Aesthetics expects to launch its device, which has already been cleared by the FDA, early this year.
"We want to help women reveal their true selves by giving them the choice of smart aesthetic solutions," Van Hove said, adding the company planned to sell the device to both plastic surgeons and to surgically trained dermatologists across the United States.
Revelle Aesthetics Inc.
- Founded: 2020
- Founders: Earl Bright, Josh Makower, Jonathan Podmore
- What it does: Produces a device to reduce cellulite
- Headquarters: Mountain View
- Employees: 35
- Total raised: Undisclosed
- Investors: New Enterprise Associates, KCK MedTech
What's the pitch for Revelle Aesthetics in seven words? Innovation uniquely focused on smartly solving cellulite.
What was the "aha" moment behind your startup? It came when Revelle was able to better identify the root cause of cellulite, which advances our current understanding of the underlying anatomy and explains why many treatments to date haven’t been effective.
What was the biggest challenge you faced in building the company? In a clinical-stage startup, you are never flush with resources. As in our case, we are extremely sensitive to controlling our cash burn and working in stage gates or milestones we must achieve before we bring on new capabilities.
Why did you base your company where you did? As a company born out of ExploraMed, a Silicon Valley medtech incubator, it makes sense that our home base is also located here. We have been able to attract high-caliber talent from around the Valley and look forward to pulling from the local talent base even more as we grow.
What lessons did you learn from building your team? Early in my career, I had a supervisor tell me that if I were to never lower my standards, I would face a lifetime of disappointment. While I appreciate that there is some truth behind the advice, to this day, I still believe in giving every opportunity and every challenge nothing but your very best.
