Sabrina Rettenbacher hat sehr schnell gemerkt, dass das Jus-Studium nichts für sie ist. Schon mit 19 hat sie umgesattelt und in der Wiener Innenstadt ein Kosmetikstudio eröffnet. Auf die Idee Hautanalysen und individuelle Gesichtscremes auch online anzubieten, kam sie beim Müsliessen. “Ich wollte eine Diät machen und war auf der Suche nach einem Frühstücksmüsli”, erzählt Rettenbacher dem “Brutkasten”. “Ich mag keine Rosinen und Nüsse vertrage ich nicht”. Eine Freundin habe ihr von mymüsli erzählt – einem Online-Konfigurator für Müsli. “Ich dachte mir sofort, dass das Konzept auch für Hautcremes interessant wäre”, erzählt die Wienerin.
Erster sein hat nicht nur Vorteile
Ob es internationale Vorbilder gebe? “Nein, ich glaube, ich bin die Erste.” Das klingt beeindruckend, hat aber in der Gründungsphase auch Nachteile. Man kann bei der Entwicklung des Produktes nicht auf Best-Practice-Beispiele zurückgreifen. Im Fall von “First Skinlab“, so heißt das Kosmetik-Startup, war es sehr aufwändig, von Grund auf einen komplexen Fragebogen für eine individuelle Hautanalyse zu entwickeln. Dann musste noch ein Algorithmus erstellt werden, der aus den Ergebnissen des Fragebogens die verschiedenen notwendigen Wirkstoffe der Creme berechnet. Bevor es losgehen konnte, stand Rettenbacher aber vor einem ganz anderen Problem. Kosmetiker dürfen eigentlich nicht einfach so, Cremes mit medizinischen Wirkstoffen mischen und verkaufen. “Auch große Kosmetikunternehmen müssen jede Creme, auch wenn nur ein Duftstoff verändert wurde, langwierig prüfen lassen, bevor sie für den Verkauf freigegeben wird”, erklärt Rettenbacher. Umgehen ließ sich dieses Problem nur mit dem Chemie-Gewerbeschein.
Die individuellen Cremes sind in drei Tagen versandbereit (c) First Skinlab
Gegründet hat Rettenbacher das Startup alleine – es gebe lediglich die Mitarbeiter des Kosmetikstudios und zwei Investoren seien an Bord. Die Aufmerksamkeit der Branche hat die junge Wienerin jedenfalls bereits auf sich gezogen: „Es gab zwei Firmen, die nicht so froh waren, dass ich eröffnet habe“, erzählt sie. Und auch mit den ersten Bestellungen ist sie zufrieden. „Ich habe bisher eigentlich nur meinen Freunden davon erzählt“. In den ersten Stunden hätte es dennoch bereits 180 Besucher gegeben und 30 Bestellungen.
aws First Incubator: Austria as a Launchpad for International Startup Teams
Austria is becoming a hub for international startup teams. The aws First Incubator, starting again in spring 2025 with a special focus call for international founders, offers financial support, mentoring, and networking to help them succeed — as proven by success stories like the Styrian startup Redeem Solar Technologies.
aws First Incubator: Austria as a Launchpad for International Startup Teams
Austria is becoming a hub for international startup teams. The aws First Incubator, starting again in spring 2025 with a special focus call for international founders, offers financial support, mentoring, and networking to help them succeed — as proven by success stories like the Styrian startup Redeem Solar Technologies.
The team around Redeem Solar Technologies Co-Founder Florian Ehrlich-Sommer benefited from the aws First International Incubator
Austria is increasingly positioning itself as an international hub for innovative entrepreneurs. A significant contributor to this development is the aws First Incubator, which will kick off a new round with a special focus call for international founders in spring 2025. This program, run by the Austria Wirtschaftsservice (aws), is designed for startup founders and founding teams, and students who want to establish a startup in Austria or have recently done so.
The aws First Incubator offers a combination of financial support, targeted mentoring, and a dynamic network – a package that helps international founders integrate into Austria’s vibrant startup ecosystem.
Financial Support for Early-Stage Startups
Financial barriers are among the biggest challenges for early-stage founders. The aws First Incubator addresses this by providing monthly personnel cost subsidies and grants for project, rental, and travel expenses. This financial support allows founders to focus fully on developing their business ideas.
However, the program goes beyond financial aid. It offers a comprehensive package of workshops, project-specific mentoring, and specialized coaching sessions. These resources ensure that startups receive not only financial support but also strategic and operational guidance.
Knowledge Transfer Through Practical Workshops
The program’s workshops deliver targeted knowledge on topics critical to startups, such as business model development, marketing strategies, patent law, and funding planning. The practical approach ensures that the content is directly tailored to the needs of the founders.
A key highlight of the program is the direct access to experts and mentors who share their years of experience in the startup and business world. This individualized support helps participants overcome specific challenges and refine their business ideas.
Success Story: Redeem Solar Technologies
An example of the program’s success is the startup Redeem Solar Technologies. Founded by Florian Ehrlich-Sommer (COO) and his international team, the company develops photocatalytic reactors for sustainable hydrogen production. Ehrlich-Sommer explains how the program helped his team sharpen their vision and gain new perspectives: “Interacting with founders from different industries and countries gave us fresh perspectives and helped refine our business model. As engineers, we tend to communicate in technical language. Through the program, we learned to present our idea clearly and understandably.”
The international team of Redeem Solar Technologies | (c) Redeem Solar Technologies
Redeem Solar Technologies uses light energy to enable chemical reactions, in order to produce hydrogen in an environmentally friendly way. The startup’s solutions are particularly relevant to the pharmaceutical and fine chemicals industries. Through the aws program, the team not only secured financial support but also made valuable connections in the Austrian startup scene.
Interdisciplinary and International Exchange
One of the most significant benefits of the aws First Incubator’s special international call is the interdisciplinary and international exchange. The participating teams come from various industries – from software startups to sustainability technologies and innovative food products. This diversity allows founders to gain insights beyond their own fields and learn from each other.
Ehrlich-Sommer highlights this exchange as a critical factor: “It was fascinating to talk to founders developing completely different solutions. This helped us question and improve our own approaches.”
Program Structure
The program lasts up to 12 months and includes regular workshops and coaching sessions. Participants meet in Vienna to attend these sessions and learn from experts. Teams rooted outside the city will need to commute to attend the program. This, however, is far worth the effort, as co-founder Ehrlich-Sommer emphasizes: “Being in Vienna helped us get to know the local startup scene and establish valuable connections.”
An essential part of the program is the intensive selection process. During this phase, founders work with mentors and experts to refine their ideas and prepare for the program. This preparation is crucial for consecutive success.
Austria as a Startup Hub for International Founders
The aws First Incubator plays a significant role in positioning Austria as an attractive destination for international founders. The combination of financial support, targeted knowledge transfer, and a dynamic network creates optimal conditions for innovative business ideas.
The program not only supports the individual development of participating startups but also strengthens Austria’s startup ecosystem as a whole. International founders bring new impulses, ideas, and perspectives to Austria, helping to enhance the country’s innovation potential.
Applications for 2025
The next round of the aws First Incubator’s international call starts in spring 2025. Founders with an international team who want to establish their startup in Austria or have recently done so should not miss this opportunity. Applications will soon be open – a chance that could be a crucial step for a startup’s future.
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