About Genie
Anyone can have an idea for a product. A serum that actually works for your skin. A drink that tastes like what you wish someone would make. A candle for the room you actually live in. Most people have one of these ideas. Most people never make them.
The reason is the part nobody sees. Between “I have an idea” and “I have a product on a shelf” sits twelve months of chasing chemists who don't return your emails, contract manufacturers who quote 30,000 unit minimums on your first call, packaging brokers, label compliance, COGS spreadsheets that don't balance, samples that come back wrong, and a $20,000 invoice before your first jar of product ever exists.
We built Genie to be the thing that lives in that gap.
What we do differently
01
Genie is trained on category-specific regulatory regimes (FDA, AAFCO, TTB, IFRA, USP). Pet supplements use AAFCO ingredient nomenclature, not cosmetic INCI. Sunscreens know about FDA monograph compliance. Alcoholic beverages know about TTB COLA. The chemistry is real because the categories are real.
02
Every formula that becomes a real sample goes through a licensed chemist who knows the category. Skincare gets a beauty chemist. Beverages get a food chemist. Pet supplements get a vet nutritionist. The AI drafts; the chemist signs.
03
When you’re ready, Genie matches your formula to a contract manufacturer that actually accepts indie-scale MOQs. Soft chew specialists for pet supplements. Specialty co-packers for hard seltzers. Beauty CMs that work with creators, not just established brands.
04
Every formula you create is yours. Export it, modify it, take it to any manufacturer in the world. Genie develops; you own. No lock-in, no royalties on what you ship, no licensing trap. We charge for the work, not the rights.
From the founder
I've watched too many friends sit on a great product idea for years because the path from idea to shelf was opaque and expensive and lonely. Genie is the thing I wish had existed when they started.
The first AI that creates real consumer products. With the chemists and manufacturers behind every launch. Built so the next iconic indie brand can come from a kitchen counter instead of a boardroom.
Vijay Krishnan
Founder, Genie
Who Genie is for
You have the idea. You have the audience. You don’t have a contract chemist on retainer. Genie is the place you start.
You’ve been doing the marketing for someone else’s product. Now you want your own label. Genie gets you from idea to shipped without the agency markup.
Your second SKU, your third SKU, the line extension you’ve been mulling for a year. Iterate on a real formula in chat, not in $200/hour consulting calls.