PRESS RELEASE
Englos, September 16, 2025
GENEO Mezzanine supports MyVariations to transform oral hygiene and accelerate its development in Europe.
GENEO Capital Entrepreneur, via its GENEO Mezzanine vehicle, announces an investment in MyVariations, a fast-growing French brand specializing in oral health. The aim of this partnership is to support the company's European ambitions, while structuring sustainable growth driven by product innovation.
Founded in 2020 by Alexis and Martin Thiebaut, MyVariations designs and markets a complete range of products dedicated to oral health: electric toothbrushes with sonic technology, 100% natural toothpastes, dental floss and other accessories.
Thanks to a selective distribution strategy, focused on e-commerce and pharmacies, and the support of healthcare professionals, notably through its partnership with the Union Française pour la Santé Bucco-Dentaire, the brand has rapidly established itself as a credible alternative to the historical leaders, with products designed to fully meet users' expectations.
With sales of almost €35m and already distributed in over 5,000 pharmacies, MyVariations aims to strengthen its presence in France by accelerating distribution in pharmacies, and to expand in several European countries, notably Spain and Italy. This growth will be based on increasing the strength of existing sales channels, expanding the product range and a policy of constant innovation, in conjunction with healthcare professionals.
Support structured around GENEO's Growth Portfolio
With this new investment, GENEO Mezzanine enables the founders to pursue their entrepreneurial trajectory, while securing the liquidity of most of the historical investors who supported the company during its initial fund-raising. True to its method, GENEO will mobilize all its internal resources and its community of entrepreneurs to support the founders in the success of their strategic plan: HR structuring, product range development, international acceleration and formalization of an impact strategy. This impact strategy will focus on three areas: the circular economy, with increased recycling of toothbrush heads; diversification of sourcing; and the implementation of a decarbonization trajectory. The fulfillment of these commitments will give rise to a financing bonus, reinforcing the alignment around a growth path that is both ambitious and responsible.
"This partnership with GENEO marks a strategic turning point for MyVariations. It will enable us to accelerate our structuring and product development, strengthen our presence in our various distribution channels, particularly in pharmacies, and succeed in our European expansion, while remaining true to our mission: to democratize effective, accessible and responsible oral hygiene."
Alexis and Martin Thiebautco-founders of MyVariations.
"MyVariations embodies a new generation of entrepreneurs capable of structuring rapid growth while laying the foundations for a sustainable business model. Their ability to stand up to the historic market leaders and build a strong brand in such a short space of time is remarkable. With the support of GENEO Mezzanine and our Carnet de Croissance, we are fully mobilized to accompany their change of scale in France and abroad."
Louis CharrierInvestment Director at GENEO Capital Entrepreneur
* * * *
About MyVariations
Founded in 2020 by Alexis and Martin Thiebaut, MyVariations is an independent French brand dedicated to oral health. The company develops and markets a complete range of products, including electric toothbrushes, toothpastes, dental floss and various accessories, combining efficiency, durability and accessibility.
Distributed mainly online and in pharmacies, through more than 5,000 pharmacies, MyVariations has created a bond of trust with hundreds of thousands of users by rethinking the daily hygiene experience, thanks to products designed in collaboration with healthcare professionals.
A committed player, MyVariations advocates a responsible approach to oral health, based on education, transparency and a constant demand for quality. Building on its success in France, the brand is now accelerating its development in Europe, with the ambition of becoming the benchmark for responsible oral hygiene on the continent.
Find out more at https://myvariations.com/
About GENEO Mezzanine
GENEO Mezzanine is a fund managed by GENEO Capital Entrepreneur to provide positive financing for growth companies. It is characterized by a flexible, customized approach, built around hybrid instruments (convertible bonds, OBSAs) to support the long-term transformation of French SMEs and ETIs.
About the management company GENEO Capital Entrepreneur
GENEO Capital Entrepreneur's raison d'être is to provide the real economy with positive finance that reconciles performance and meaning.
Designed to unlock the value-creation, job-creation and impact-creation potential of SMEs and ETIs, GENEO Capital Entrepreneur has nearly 740 million euros under management. In particular, it manages the "evergreen" investment company GENEO Capital, whose capital is majority-owned by families and entrepreneurs. GENEO provides agile capital that adapts to the pace of each company, bringing responsiveness and flexibility.
As a business partner and mission-driven company, GENEO mobilizes to provide support for the execution of structuring, growth and transformation projects through a "Carnet de croissance" tailored to each company and supported by its teams, including specialized "business partners" (external growth, liability structuring, operational and financial performance, positive impact, digital and innovation) and a platform of over 70 independent experts. Its Community of over 260 families and entrepreneurs also offers a unique opportunity to share experiences and build a business network unrivalled in France.
Passionate about those who make, create and want to move the lines, the GENEO team's sole ambition is to take each entrepreneur's ambition to the highest level.
At GENEOwhen we invest, we invest!
For more information : www.geneocapitalentrepreneur.com
https://www.linkedin.com/company/geneo-capital-entrepreneur
https://www.youtube.com/channel/UChZh_aqfqG-v9ANGWlLY2Tw
* * * *
Speakers:
- Management Alexis Thiebaut and Martin Thiebaut
- Investor Delphine Jarnier, Louis Charrier and Diane Lajaumont (GENEO)
- Management advice :
- Legal Aublé (Matthieu Aublé, Nathan Joder and Ombeline Madranges).
- Investment bank Scalene Partners (Samuel Assaraf, Simon Eischen, David Rocher and Grégoire Lecarpentier).
- Financial due diligence : Exelmans (Stéphane Dahan, Eric Chan, Edouard de la Motte Rouge and Guillaume Briand)
- Strategic and commercial due diligence : DNG (Gaspard Flavian and Niels Fryda)
- Investor tips :
- Financial Due Diligence Cofigex (Frédéric Durand, Jean-Charles Norris and Jean-Régis Dabas).
- Legal, Tax & Social Consulting PDGB (Roy Arakelian and Guillaume Maître).
- IT Due Diligence Tasmane (Thibaut Midon and Sarra Ayouni)
- Banking pool Arkéa, Caisse d'Epargne, CADIF
GENEO Capital Entrepreneur / Bien Commun Advisory :
Hugues de Tournemire - 06 67 07 22 33 - h.detournemire@bcadvisory.fr
Paul Sèbe - 07 81 04 94 92 - p.sebe@bcadvisory.fr
MyVariations / Franck Drapeau Office :
Ingrid Gizzi - 06 66 36 83 83 - ingrid@franckdrapeau.com
Solène Menguy - 06 67 23 15 33 - solene@franckdrapeau.com
