After Gender-Affirming Surgeries, Entrepreneur Jadis Montijo Partners With His Plastic Surgeon On Inclusive Scar Care Brand Motivo

“I had zero idea I’d end up in the beauty industry,” says Jadis Montijo, founder of cannabis consultancy Jadis and former chief strategy officer of cannabis startup The Kind Pen.

Life has an uncanny way, though, of propelling people into unanticipated territory. After undergoing top surgery, a type of gender-affirming care involving breast removal, in 2018, Montijo’s scar tape just wouldn’t stay put. “Let’s not even talk about summer when I’m trying to be all hot and tanned, and the available products didn’t match my skin tone,” he says.

Two years later, Montijo underwent a scar revision procedure to fix bad scarring that resulted from the top surgery and skipping treatments to heal the scarring. This time, he didn’t skip scar treatments, but they didn’t deliver on their scar-healing promises as much as he expected. “That’s when the light bulb went off, and my love for problem solving kicked in,” he says. “I asked my plastic surgeon, Dr. Jonathan Keith, if he’d be down to create something better, and he was all in.”

Motivo founder Jadis Montijo

Following two years of research and development, Montijo and Keith launched scar care brand Motivo last year. Sold on Amazon and its website, it offers Scar Tape ($26 for four pieces and $45 for 20 pieces), Silicone Scar Cream ($55) and Silicone Roller Serum ($36). The topical products are vegan and formulated with botanical ingredients along with silicone. Scar Tape comes in four shades: fair, tan, cocoa and espresso.

Motivo takes a simple, two-step approach to scar care. Customers are instructed to apply its topical products to their scar and affix scar tape over it. Unlike the scar tape that Montijo struggled with after his surgeries, he stresses Motivo’s don’t budge.

“We created performance-proof and inclusive scar care products that actually stay on through showers, workouts and sweat for three to five days,” Montijo says. “Plus, our scar tape comes in multiple skin tones, which is a game changer.”

Running a small business isn’t always smooth sailing, and Motivo has faced logistical hurdles. “There are so many moving parts, and it’s all about finding the best way to bring them together,” says Montijo. “One funny story is, when I rushed the sample approval process for our dispensers out of pure excitement, we ended up with 10,000 tape dispensers that wouldn’t open, and I had to spend hours with a friend sanding down the latch to make them work. Fun times, right?”

“We created performance-proof and inclusive scar care products that actually stay on through showers, workouts and sweat for three to five days.”

So far, Motivo has been focused on direct-to-consumer distribution as it establishes proof of concept, but the brand is branching out to physicians’ offices and redesigning its packaging to become shelf-ready for larger retailers. It’s partnering with healthcare professionals and influencers to drive awareness.

“Our packaging is pretty plain and straightforward. We’re only sold online currently, so people know what they are purchasing,” says Montijo. “We want to make our packaging pop more and have loads of information on it for the consumers who will be seeing us for the first time on the shelf.”

People who’ve had gender-affirming surgeries are among Motivo’s customers, but the brand is definitely not limited to them. Its products address everything from acne scars to scars from every manner of surgery, and they can be used by anyone 2 years old or older.

“Our customer base is pretty broad, which is both good and bad. Basically, if you have a scar, know someone with a scar or will end up with a scar at some point, you’re our customer,” says Montijo, adding, “Initially, we went broad to get the product out there and learn from our customers. Now, in year two, we’re getting more targeted in our approach.”

Sold on Amazon and its website, Motivo offers Scar Tape ($26 for four pieces and $45 for 20 pieces), Silicone Scar Cream ($55) and Silicone Roller Serum ($36). Scar Tape comes in four shades: fair, tan, cocoa and espresso.

Motivo’s targeted approach includes zeroing in on scars from C-sections and other surgeries in its paid marketing. In its organic marketing, Montijo and Keith connect with LGBTQIA+ audiences. Keith’s medical practice specializes in gender-affirming surgeries.

Motivo’s most successful marketing tactic has been sharing customer testimonials on social media. “We focus on creating genuine connections and building a community around our brand,” says Montijo. “Navigating the current political climate as a transgender man has its challenges, but it also brings a unique perspective to the table. I use my platform to advocate for inclusivity and representation in the beauty industry. Despite the obstacles, I focus on creating positive change and providing effective solutions for everyone.”

Motivo’s product pipeline contains a product Montijo describes as for “customers before the wound or surgery happens, so we can treat them pre- and post-operation.” He mentions that topical formulas for specific skin types are on deck, too.

Motivo declined to reveal how much money it took to get off the ground and a sales projection. The brand began as a self-funded endeavor, but has since secured an undisclosed amount of funding from angel investors and friends and family members. It’s currently preparing to raise pre-seed institutional funding.