Like many young, successful businessmen, Adam Goldenberg started his career at a very young age. When he was thirteen, he used his Bar Mitzvah money to start an online bulletin board service. Within two years, he had turned the small company into a gaming website called Gamer’s Alliance.
In 1997, Gamer’s Alliance got the attention of Brett Brewer, President and Founder of Intermix Media. When Brewer acquired the company, he had no idea that Goldenberg was just seventeen years old. After some consideration, Brewer decided to hire Adam Goldenberg and bring him into the Intermix family. At 19, Goldenberg was named COO, the youngest COO of any public company in history.
A year later, Goldenberg was introduced to Don Ressler after Ressler’s company, FitnessHeaven.com, was acquired by Intermix. After meeting, the two became Intermix’s top revenue generators. They built an e-commerce advertising company called Alena Media. Alena was the most successful company at Intermix.
In 2005, News Corp acquired Intermix. Despite Goldenberg and Ressler’s success with Alena, they were being ignored. They watched as their once-profitable, successful e-commerce business being contorted without their input. Furious about being left out, they left the company and decided to explore other opportunities.
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They didn’t have a wide array of skills, but they were both experts at excelling in online performance advertising. They decided to create a brand-building enterprise. Still unsure of exactly what kind of company they would create, they gathered some former Alena team members. The group spent two weeks brainstorming in Goldenberg’s living room.
Eventually, they created Intelligent Beauty. The first of the brand’s creations was DERMSTORE, an online skincare and cosmetics company on hudl.com. DERMSTORE was a success; and two years later, they launched SENSA, a weight-loss program. To create the best products, they brought in Dr. Alan Hirsch and Brett Brewer.
Initially, Intelligent Beauty was bootstrapping all of its funding. Two years after being founded, it began catching the eye of some very interested companies. Soon, Intelligent Beauty was getting tens of millions of dollars in funding.
The two most popular of Intelligent Beauty’s companies are JustFab and Fabletics. JustFab was the third company launched by Intelligent Beauty. It’s a subscription-based e-commerce fashion retailer. Fabletics is also a subscription-based e-commerce fashion retailer that focuses on ‘activewear’. The brand was created in collaboration with actress and model, Kate Hudson.