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The Desire Company is a technology company.
The Desire Company develops and delivers performance-optimized video content for commerce, leveraging verified industry experts to provide credible product demonstrations and reviews. This expert-led content helps consumers deeply understand products, integrating across various digital and physical touchpoints to facilitate informed purchasing decisions.
Founded in 2019 by Eric Sheinkop, an entertainment marketing executive, and Judith Levey Sheinkop, a veteran from The Coca-Cola Company, the company emerged from an insight into evolving shopper needs. They recognized a significant market demand for authentic, expert-driven product education, offering an alternative to traditional influencer marketing.
The company primarily serves brands and retailers seeking to enhance customer engagement and drive sales through transparent product information. Its vision is to establish a new standard for product discovery and trust within the commerce ecosystem, empowering shoppers with confidence by making expert guidance universally accessible throughout their buying journey.
The Desire Company has raised $108.0M across 3 funding rounds.
The Desire Company has raised $108.0M in total across 3 funding rounds.
The Desire Company is a Chicago- and Atlanta-based technology platform that produces expert-driven product review videos, how-to guides, and classes to help shoppers make informed purchase decisions.[1][2][6] It serves brands, retailers, and Retail Media Networks (RMNs) by matching products with credible industry professionals—such as celebrity makeup artists, pro athletes, and chefs—creating authentic, unscripted content that integrates into product detail pages (PDPs), social media, in-store displays, and digital ads to boost trust, engagement, and sales conversions.[1][2][6] The company solves the problem of fake reviews and influencer bias, especially amid FTC scrutiny on transparent marketing, by prioritizing experts with verified credentials (93% hold degrees/certifications, 95% have 5+ years experience).[1][2][6] With over 6,000 videos across 114 verticals like beauty, wellness, consumer electronics, home goods, fitness, pet care, and grocery, it has raised $11M+ total funding, achieving a $97M valuation in its June 2024 Series B.[1][5][8]
Growth momentum includes multiple funding rounds (Series A $8M in 2022 at $78M valuation), expansion into the Retail RMEDI 360 platform for seamless shopper journey integration, new Chicago studio, and partnerships with top brands, positioning it as a leader in retail media technology.[1][3][5]
Founded in 2019 by husband-and-wife duo Eric Sheinkop (Co-Founder/CEO with background in music licensing, technology startups, and selling a company to Coca-Cola) and Judith Levey Sheinkop (Coca-Cola veteran in global brand PR, communications, and celebrity endorsements), The Desire Company emerged from their combined expertise in media, marketing, and tech.[1][2][3][4] Eric noticed overlooked skilled professionals beyond celebrities for brand partnerships, while Judith recognized the power of credible recommendations; they met when Eric sold his music startup to Coca-Cola, where Judith worked.[2][4] The idea crystallized around combating "too many products" and "mixed signals" like one-star to five-star reviews, aiming to help everyday shoppers via humble top professionals.[4]
Early traction built through authentic video content, leading to $14M total raised by 2022 (including $8M Series A from Valor Equity Partners and Cleveland Avenue), studio expansion, and evolution into how-to videos, classes, and the Retail RMEDI 360 platform.[2][3]
The Desire Company rides the retail media boom and authenticity crisis in ecommerce, where RMNs demand trusted content amid 2024 FTC crackdowns on fake reviews and influencer deception.[1][3] Timing aligns with surging online sales needing "human connection" to bridge digital-physical gaps, as shoppers seek expert validation over hype.[3] Market forces like rising ad spend on RMNs and consumer distrust favor its expert model, influencing the ecosystem by setting standards for credible product education—empowering pros, educating shoppers, and driving retailer conversions across categories.[1][2][6][8]
Next steps include scaling Retail RMEDI 360 post-Series B, expanding expert networks, and deepening RMN integrations for global retail dominance.[1][2] Trends like AI-enhanced personalization and stricter transparency regs will amplify its edge, potentially evolving influence toward full shopper-journey platforms or metaverse/in-store AR experiences. As ecommerce authenticity demands grow, The Desire Company stands poised to redefine trust in product discovery, turning expert wisdom into the gold standard for confident buying.[1][6]
The Desire Company has raised $108.0M in total across 3 funding rounds.
The Desire Company's investors include Valor Siren Ventures, Alabaster, Granite Asia.
The Desire Company has raised $108.0M across 3 funding rounds. Most recently, it raised $97.0M Series B in June 2024.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jun 6, 2024 | $97.0M Series B | Valor Siren Ventures | |
| Feb 1, 2022 | $8.0M Series A | ||
| Mar 1, 2019 | $3.0M Seed | Alabaster, Granite Asia |