The man behind a successful string of start up companies in the beauty and fitness companies such as Intelligent Beauty is Don Ressler. The first company he founded years ago was Fitnessheaven.com and he successfully sold it to Intermix Media in the early 2000s. Don Ressler built upon this soon after by creating a new company called Alena Media by teaming up with Adam Goldenberg. Alena Media became very profitable in a short period of time and it was able to earn hundreds of millions of dollars in yearly revenue.
Ressler was very confident in his ability to do well in the world of online marketing so he decided to make an enterprise that built successful online brands. His innovation was thinking of a way to do it with the help of automation to reduce the work that it would take to launch each brand as well as the costs.
The first brand that Don Ressler launched with his new business model was the Dermstore. It was an online store that sold cosmetics as well as affordable skin care products. Shortly after Don successfully launched Sensa a weight loss system that capitalized on helping people lose weight through online advice and support. Both of these companies made a great deal of money in a short time. They were profitable enough to convince investors to give them $43 million in funding back in the year 2008.
The third company that Don Ressler launched was JustFab and it received $33 million in seed funding and it attracted the attention of Kimora Lee Simmons who joined as the President and Creative Director. Eventually, JustFab had a total of 4 million active members which enabled them to get even more funding for a total of $76 million from a variety of investors such as Matrix Partners, Rho Ventures, and Crossover Ventures.
With so much momentum behind it JustFab looked for opportunity in other untapped markets. They saw that parents were being underserved and that there were many parents who wanted to buy fashionable clothing for their children so Don’s company served that market as well. The company today is worth over $250 million.