Gemma Atkinson turns to crowdfunding to raise £500k to launch her beauty brand, but angry trolls rage she can ‘do one'

Scottish Sun

3 hours ago

GEMMA Atkinson has sparked controversy after turning to crowdfunding to raise £500,000 to launch her own beauty brand.
The actress has already attracted an impressive social media following for her skincare company Gem & Tonic, which aims to provide products to "simplify your beauty regime".
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Gemma Atkinson has sparked controversy after turning to crowdfunding to raise £500k to officially launch her beauty brand Gem & Tonic
Credit: Instagram/glouiseatkinson
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The fundraising effort has already raised nearly £50,000, but investing isn't without risk, which a warning on the Crowdcube page stresses
Credit: crowdcube/gemandtonic
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She shared a look into the company's successes to date, but trolls weren't impressed
Credit: Instagram/glouiseatkinson
"Every single product combines scientifically-proven ingredients with mineral rich gemstones," she said.
As she prepares to "officially launch" the brand in September 2025, Gemma has decided to try and raise funds through Crowdcube - which asks people to "invest in Europe's best startups".
On the Crowdcube page, which has already raised £48,296 from 354 different investors, Gemma says: "We're now looking to raise £500,000 to officially launch in September 2025 to continue the movement and the community we've already started.
"If you're looking to invest in a brand with a real community in real demand, you've found yourself a real good gem."
The page also highlights some of the company's successes to date, including the fact they made £127,000 in pre-order sales in just three weeks.
The equity investment has a share price of 90p and a pre-money valuation of £2.25 million.
"The Company had already raised £250,000 prior to the Crowdcube raise," the page reads.
"For the avoidance of doubt, this has been included in the pre-money valuation displayed in the pitch."
And for those investing in the business, there are various 'rewards' for doing so - all of which start from an investment of £50.
Investing £50 will get you a signed thank you card from Gemma, while for £25,000 you'll get to "meet Gemma and have lunch with the G&T team", as well as an investor-only lifetime discount of 15%, a product bundle, an invite to the press launch, lifetime early access to new products and Gemma's signed thank you note.
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However there's also a warning at the top of the Crowdcube page, which reads: "Don't invest unless you're prepared to lose all the money you invest.
"This is a high-risk investment and you are unlikely to be protected if something goes wrong."
News of Gemma's crowdfunding efforts quickly made its way onto social media, with trolls using the comments section of the videos to have their say on the controversial move.
"Why hasn't she used her own money?" one wrote.
"I don't want to Invest of your not engaged to the hilt in every financial way."
"Crowd funding to make herself rich," another added.
What is crowdfunding?
Crowdfunding is a popular choice for startups trying to raise money, typically via the internet.
It's described as an alternative way to fund projects "without standard financial intermediaries".
There are four different ways of crowdfunding: rewards-based, equity-based, debt-based and donation-based.
Judging by Gemma's Crowdcube page, it seems she has adopted a reward-based approach to the funding attempt, with investors offered perks in exchange for their financial support.
"Ok send me money and I'll start a business!"
"So she wants people to help her… doesn't she know about the cost of living crisis us normal people are dealing with?" a third commented.
"Over 1/2 mil in her bank - usual rich get richer!" someone else sighed.
"Crowd funding? Gemma can do one," another raged.
"Bloody hell she has more than most for money!" someone else said.
And as another labelled it ridiculous, someone else agreed, writing: "Clearly not confident in her own idea to fully invest herself, putting up her property as collateral.
"Guaranteed to fail."
"She's got a nerve!" another commented.
However, there were those in the comments who came to Gemma's defense.
Crowdfunding to make herself rich!
Social media commenter
"She isn't making you invest!" one wrote.
"I say fair play to her and wish her well."
"Think she's asking for £10 as a minimum, which is reasonable," another added.
"She's kept her community involved from the get go - naming, scents etc so I don't see the issue."
"Shame to see so many women tearing other women down regardless of their status or financial situation!!" a third sighed.
"So much hate in the world these days already."
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Some angry commenters even told Gemma to "do one" after hearing about her crowdfunding efforts
Credit: Instagram/glouiseatkinson