What is being built
- A premium oils brand with clear origin and luxury presentation.
- A bottle and carton system extensible across future SKU families.
- A D2C-first engine that later supports selected retail and distributors.
Pre-launch seed opportunity
Luxury packaging, traceable oils and a disciplined path to a premium category brand.
MASILKA is building a focused oil house: four hero products, one visual system, one packaging architecture and a supply model designed to scale without owning production.
EUR 4.5MBase-case Year 3 revenue
21%Base-case Year 3 EBITDA margin
4 hero oilsFocused launch shelf
EUR 500kPhased seed round
Visual language
Amber glass, ivory labels, charcoal cartons and restrained gold accents. Premium, believable, giftable.
Commercial logic
Launch narrow, prove repeat, then extend into sets, blends and professional formats.
Investment thesis
A premium brand system, not a commodity catalog.
Most oil brands are visually generic, operationally messy or too broad from day one. MASILKA starts where premium brands usually win: tighter shelf logic, stronger presentation and clearer customer trust.
Why it can scale
- Asset-light manufacturing and owned brand IP.
- Focused launch range with easier inventory discipline and better sell-through.
- Brand language strong enough to support premium pricing.
Why now
- Natural oils remain attractive, but most players still look cheap or indistinct.
- Luxury everyday care keeps gaining relevance in D2C and concept retail.
- Traceability and presentation increasingly drive conversion.
Launch architecture
One shelf. Four hero oils. One discovery set.
MASILKA avoids early SKU sprawl. The brand launches with a narrow, expensive-looking shelf that is easier to communicate, merchandise and reorder.
Hero oils
- PURE 01 - Jojoba
- PURE 02 - Argan
- PURE 03 - Rosehip
- PURE 04 - Black Seed
Immediate extensions
- Discovery Set - 4 x 10 ml
- Gift and travel bundles
- Later: 2-3 high-margin blends
- Later: professional formats for retail and spa
Business model
Premium economics first, distribution breadth later.
The first job is not to be everywhere. The first job is to prove that the shelf converts, repeats and holds price.
D2C first
Control pricing, storytelling and bundle logic. Capture the strongest early margin and learn fast.
Selective retail
Enter concept stores, spas, boutique pharmacies and premium shelves where giftability matters.
Distributors later
Use only after proof of repeat and shelf performance. Reach matters, but not at the cost of brand dilution.
Economics
The case is disciplined.
No inflated traction. No fantasy channel ramp. The base case assumes a focused launch, repeat growth and phased channel expansion.
EUR 500k
Seed round, staged in two tranches.
EUR 24
Indicative D2C price per hero SKU.
EUR 4.5M
Base-case revenue in Year 3.
EUR 925k
Base-case EBITDA in Year 3.
Capital use
- Initial inventory and premium packaging.
- Brand site, content and launch materials.
- Retail seeding and working capital for reorders.
Proof gates
- Launch shelf live with stable landed unit economics.
- D2C conversion and repeat purchase behaviour visible.
- Initial retail replenishment pattern confirmed.
36-month roadmap
Build in layers.
Launch clean. Prove repeat. Extend the range. Scale the channels.
Months 1-6
Launch clean
Finalize packaging, first production run, direct site and opening retail accounts.
Months 7-18
Prove repeat
Strengthen contribution margin, optimize bundles and build shelf replenishment.
Months 19-30
Extend the range
Add discovery sets, 2-3 blends and larger formats while keeping the system intact.
Months 31-36
Scale smartly
Open selective distributor partnerships and prepare for the next financing stage.