M13’s second company created in partnership with Procter & Gamble Ventures began with the insight that millions suffering from chronic skin conditions deserve a more effective and accessible solution. Aligning with our investment thesis around underserved wellness conditions, the chronic skincare space is ripe for disruption with a modern-age, direct-to-consumer solution.

Simply put, current solutions on the market are failing to address the needs of those suffering from conditions like eczema and psoriasis. Steroid creams are not intended for ongoing daily use, which keeps sufferers in a vicious cycle of flare-up, treat, and repeat. Avoiding triggers and ignoring flare-ups take a mental toll, and we believe there has to be a better way.

That’s why we are working hard to help create Bodewell, a direct-to-consumer business offering an OTC solution with natural active ingredients that effectively treat and prevent flare-ups when used as part of a daily skincare routine. These steroid-free products are gentle enough for everyday use and clinically tested for both eczema and psoriasis—it’s time to end the suffering without the concerns of side effects.

Bodewell is based and incubated in our Santa Monica office. Like the other companies we’re creating in partnership with P&G, we’ll be watching the Bodewell progress along the way, with the potential to eventually incorporate it into one of P&G’s own business units or spin it off into its own independent entity.