S/O/S

About S/O/S

S/O/S is addressing the need for on-the-go access to personal care and wellness products through a network of internet-connected vending machines. The company was founded by co-CEOs Susanna Twarog and Robina Verbeek, two former colleagues from the financial services firm State Street. Their shared experience, which included extensive travel and time on trading floors, highlighted a frequent inability to find essential items like tampons when needed, sparking the idea for the venture. They invented the S/O/S machine in 2017 and officially launched the company in 2020 after participating in the Techstars Boston Accelerator program.

The core of the business is its design-forward, IoT-enabled vending machine, which features a large, 32-inch interactive touchscreen and offers a contactless, cardless payment system. These machines are strategically placed in high-traffic public venues such as sports arenas, entertainment centers, transportation hubs, and corporate campuses, including notable locations like Fenway Park and Rockefeller Center. The company serves two main client types: the property owners who host the machines as an amenity for their visitors and employees, and the consumer brands whose products are sold or distributed through the machines. S/O/S's revenue model is not primarily based on direct product sales to consumers but rather on providing a marketing and product discovery platform for brands. Brands pay for placement within the machines, which function as an out-of-home advertising vehicle that also facilitates product sampling and gathers consumer data. The interactive screen displays targeted advertising and educational content when not in use, offering brands a direct channel to engage with consumers.

The product offerings are curated to provide just-in-time health and wellness necessities. The machines stock items from well-known brands such as Hero Cosmetics, Drybar, and First Aid Beauty, with products ranging from sunscreen and pimple patches to hair care and other personal essentials. A key commitment of the company is to provide free period care products, supplied by its exclusive partner Rael, at all of its locations. This dual approach of selling premium products while offering essential menstrual products for free addresses a critical gap in public amenities. The machines also allow for product discovery and sampling; for instance, a partnership with Ulta Beauty allows loyalty members to receive free samples in exchange for their contact information, providing valuable data and driving customer conversion for the featured brands.