Sure the latest initiatives from the Teslas, Apples and Googles of the industry tend to dominate the tech news space — and with good reason. Still, the tech titans aren’t the only ones bringing innovation to the sector.
In an effort to highlight up-and-coming tech companies, Built In launched The Future 5 across seven major U.S. tech hubs. Each quarter, we will feature five early-stage tech companies, nonprofits or entrepreneurs in each of these hubs who just might be working on the next big thing. Read our round-up of Boston’s rising startups from last quarter here.
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Susanna Twarog and Robina Verbeek traveled all around the world for their finance careers. During their travels, there were many moments when they found themselves at an office or an airport without basic hygienic products.
“We had a moment on the trading floor where, for the millionth time, a period product wasn’t available at work when I needed it,” Twarog told Built In. “In a moment of frustration, Robina and I walked off the trading desk and we said, ‘We absolutely have to do something to change the way the built world is currently serving people because it’s not working.’”
Together, they launched SOS, a startup that developed smart vending machines that distribute free period care products. Additional health and wellness products can be purchased from the machines with an electronic payment. The bright interactive display, which is two feet wide and three feet tall, showcases programmatic and direct campaign advertisements when people are not buying deodorant, hair ties, skin care products and the machine’s other offerings. Each machine has 10 products from brands such as Rael, Megababe Beauty, First Aid Beauty and Drybar.
While the SOS machine was initially created with women in mind, Twarog and Verbeek quickly realized the machine would be useful in men’s bathrooms and all-gender restrooms. They said their first customer was a man who bought a face balm.
“I think that’s been one exciting way that this business has evolved over the years, [we are] really thinking about how to help locations create as inclusive communities and cultures as possible,” Verbeek said.
Since installing its first machine in 2020, SOS has grown its footprint to more than 100 vending machines in Boston, New York and Florida, including prominent locations like Rockefeller Center and Fenway Park. Here in Boston, SOS machines are also conveniently located in well-trafficked locations like District Hall, South Station and the Prudential Center.
When you see our machine, we want you to smile.”
SOS has also presented a major opportunity for brands fighting for consumer recognition in the competitive health and wellness space. Instead of trying to game social media algorithms or pay influencers, brands can put their products in front of users who value the curated selection of products SOS vending machines offer, which can vary at each location.
“There are a lot of things that we’re testing and playing with all the time, and we’re learning from our community and the people that are using our machines to see what they want to have access to,” Verbeek said.
Unlike vending machines of the past that required a couple quarters and a bang of the fist, SOS’ machines have engaging digital displays that provide users with more information about the brand’s story and the ingredients in each product.
Aside from its attention to design and variety of products, Verbeek said SOS tries to appeal to customers by keeping machines fully stocked and surprising users with free samples, like the condoms the machine doled out on Valentine’s Day.
“When you see our machine, we want you to smile,” Verbeek said. “It’s an unexpected surprise and delight moment that we’re creating in your day.”
SOS has strong roots in Boston and graduated from Techstars Boston in 2020. Verbeek, however, recently moved to San Francisco as the company charts its plans to expand west. The company plans to triple its 100-machine network by the end of the year and eventually expand to every city in the country.
“There are so many great new brands and categories that we’re discovering, and we are looking forward to spring and summer when we introduce some new brands into our family,” Twarog said.
