Making a Beauty Startup Pitch Deck from Scratch [+ Example]
- Ink Narrates | The Presentation Design Agency
- Feb 19
- 6 min read
Updated: Oct 21
Our client Eveline asked us a question while we were working on their beauty startup pitch deck. She said,
“What do investors really want to see in a beauty pitch. Product shots or business model?”
So, our Creative Director answered,
“They want to know if you’re building a beauty brand or a beauty business.”
As a presentation design agency, we work on many beauty startup pitch decks throughout the year. And we’ve observed a common challenge with them: founders often try to sell the vibe, while forgetting to prove the viability.
Because the harsh truth is this: no one’s writing a million-dollar cheque just because your packaging is cute, or your serum has goji berry in it. They’re betting on growth. They’re betting on a brand that moves units, not just hearts.
In case you didn't know, we specialize in only one thing: making presentations. We can help you by designing your slides and writing your content too.
The 2 Problems We've Seen With Beauty Startup Pitch Decks
First, founders are often too close to their brand.
They know every product detail, every ingredient story, and every subtle nuance, but that intimacy can backfire. The deck ends up being overly design-focused or product-heavy, rather than telling a compelling, investor-friendly narrative. Design is crucial, but without a clear story, investors can get lost in the visuals and miss the bigger picture.
Beauty startups often assume the audience understands the trends, leaving gaps that make growth potential unclear. Third, proof of traction or credibility is often buried or understated. Investors want to see results, testimonials, or metrics upfront to trust the business. Without these, even a beautifully designed deck can fall flat.
How to Make Your Beauty Startup Pitch Deck
1. Start With the Why: The Emotional Hook
Before we dive into slides and aesthetics, let’s get one thing straight—beauty brands don’t just sell products; they sell emotions. Confidence. Self-care. Empowerment. If your pitch deck doesn’t capture that emotional core, it will fall flat.
Your opening slides need to answer one key question: Why does your brand exist? This isn’t just about the market gap; it’s about the personal or industry-driven insight that led you to create the brand in the first place. Maybe you struggled with acne and couldn’t find a solution that worked. Maybe you saw a lack of inclusivity in the industry. Whatever it is, your pitch needs to start with a compelling reason investors should care.
Think of it as your brand’s origin story. Keep it concise, but make it powerful. Investors hear a hundred pitches a month—what makes yours unforgettable?
2. Define the Market Opportunity (Without Boring Data Dumps)
Now that you’ve captured their interest, it’s time to prove the business potential. But here’s where most beauty founders go wrong: they overwhelm investors with too many stats, graphs, and industry reports.
Yes, investors need data, but they don’t need a research paper. Instead, present the market opportunity in a way that’s easy to grasp:
Size the market smartly. Instead of throwing out a vague billion-dollar market figure, break it down. Show how your niche (clean beauty, derm-approved skincare, or hyper-personalized cosmetics) is growing and why now is the perfect time to invest.
Highlight trends that back your vision. If your brand taps into sustainability, personalization, or science-backed skincare, showcase industry shifts proving your approach is the future.
Keep it visually engaging. Instead of dense text, use a bold market stat, a compelling chart, or a simple infographic. Less clutter, more clarity.
Remember, your goal here isn’t to drown investors in numbers—it’s to make them see the potential through a clear and compelling lens.
3. Position Your Brand: The Unique Edge
Every beauty brand claims to be different. Very few prove it effectively.
Your brand positioning slide needs to clearly define what makes you stand out in a crowded market. And no, “clean beauty” or “high-quality ingredients” won’t cut it—those are table stakes now. Instead, ask yourself:
What’s your unfair advantage? Do you have a patented formula? A dermatology-led approach? A community-driven business model?
Who is your core audience? Luxury skincare for women over 40? Gen Z-friendly makeup with bold colors? A niche focus can be a huge strength.
What’s your brand personality? Is it science-backed and clinical, or playful and trend-driven? Investors should instantly understand your brand DNA.
The best way to present this? A simple brand positioning statement and a visual breakdown that makes your unique edge undeniable.
4. Showcase the Product: Beyond Pretty Packaging
Here’s where many beauty pitch decks fall into a trap: they treat the product slide like an Instagram feed—stunning images, elegant packaging, but no real depth.
Yes, aesthetics matter in beauty. But investors care about more than just looks. Your product slide should answer:
What makes the product innovative? Is it the ingredients, the technology, the sustainability factor?
Why do customers love it? Use real testimonials, social proof, or key metrics (repeat purchase rates, influencer adoption).
How does it perform? If you have clinical results or comparison data, this is where it belongs.
A smart approach? Pair sleek product images with bullet points highlighting key differentiators. Keep it high-impact, low-fluff.
5. Build Trust With Your Traction
A common mistake in beauty pitch decks? Leaving traction as an afterthought. If you have numbers, lead with them.
Whether it’s early revenue, DTC sales growth, retail partnerships, or influencer reach, show investors that momentum is already on your side. If you’re pre-revenue, highlight waitlist numbers, pre-orders, or community engagement.
Use big, bold numbers on this slide. The goal is to make investors feel like they’re stepping onto a moving train—one that’s already gaining speed.
6. Financials: The Clarity Test
Most founders dread this slide. But here’s the reality—if your financials aren’t clear, investors will check out.
Use a simple table format. Revenue, gross margin, customer acquisition cost, and projected growth—keep it tight.
Highlight profitability strategy. If you’re burning cash now, show a clear path to scalability.
Be ready to explain assumptions. Investors will test your numbers. If you can’t back them up, they won’t trust the deck.
Make this slide visually clean and structured. No clutter, no jargon—just solid numbers that make investors nod.
7. The Ask: Close With Confidence
Finally, your pitch deck needs to end with a crystal-clear ask. How much are you raising, and what will it be used for?
The best way to do this? A simple breakdown:
$X Million to scale operations
$X Million for marketing and brand growth
$X Million for R&D and product expansion
This isn’t just about stating a number—it’s about making investors see exactly where their money will drive growth. Close strong, and leave them wanting in.
Why You Should Balance Story & Design in Your Beauty Pitch Deck
Most beauty founders love design. Their decks look amazing—clean layouts, gorgeous photos, and perfectly styled slides. But here’s the catch: many of these decks have zero story. Investors flip through them, admire the visuals, and then… forget them. On the flip side, some founders nail the story, crafting a narrative that tugs at heartstrings and explains the market perfectly—but the slides are boring, clunky, or chaotic. Neither extreme works.
The real magic happens when story and design complement each other. Great design draws attention and makes your ideas readable; a strong narrative gives those visuals purpose and direction. In a beauty startup deck, it’s not enough to just show a glowing product photo—you need the story behind it, the market problem it solves, and proof it works. When both are in sync, your deck doesn’t just impress—it convinces investors that your brand is smart, credible, and ready to scale.
A Good Example of a Pitch Deck by a Beauty Startup: Three Ships Pitch Deck
Three Ships Beauty, a Canadian vegan skincare brand, effectively utilized its pitch deck to raise $1 million in just two weeks during its seed round in 2021. The founders, Connie Lo and Laura Burget, began the company in 2017 with a modest investment of 4,000 Canadian dollars. Their pitch deck was instrumental in attracting investors such as Martin McCourt, former CEO of Dyson, and Tara Bosch, founder of SmartSweets.
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