Who this is
Diana zur Löwen has been a content creator for around 15 years, covering personal finance, startups and beauty on Instagram, TikTok and YouTube. In 2025 she co-founded artem oral care in Berlin with her co-founder Rebecca: oral care built on skincare principles, with nano-hydroxyapatite, developed with dentists and made in Germany. Under her DZL brand she also sells body sprays and fragrances at the drugstore chains dm and Rossmann. As a business angel she typically invests 25,000 euros per startup, preferably in consumer brands valued below 5 million euros; she once sat on the panel of Germany's Shark Tank, Die Höhle der Löwen, as a guest investor and pitched artem there herself in 2026.
Episodes
Numbers from the episode
FAQ
What is artem oral care?
artem oral care is an oral care brand that Diana zur Löwen co-founded in Berlin in 2025 with her co-founder Rebecca. The toothpastes rely on nano-hydroxyapatite, which smooths tiny cracks in the enamel, leave out ingredients such as titanium dioxide and microplastics, and are developed with dentists and made in Germany. Besides toothpaste, artem sells floss and sonic toothbrushes. To the episode →
How does Diana zur Löwen advertise artem?
Diana shoots many of the ads herself, some without her face. One of the best spots shows a coffee-stained egg on which she explains what the enzymes do. She uses pattern interrupts and scary teeth as hooks, makes sure an ad doesn't look like an ad, and in many ads doesn't show the product at all so that curiosity makes people click. To the episode →
How does Diana zur Löwen invest as a business angel?
Diana usually invests 25,000 euros per startup, preferably pre-launch and at a valuation below 5 million euros. Right now she focuses more on consumer brands than on AI, because that's where she can contribute her reach and her own story. Her more recent investments include a coconut water drink, a software-based property management company and a hair growth supplement. To the episode →
What did the appearance on Die Höhle der Löwen do for artem?
Diana previously sat on the show's panel as a guest investor and pitched artem there in 2026 together with dentist Julia von Wolff. After the broadcast artem gained a five-figure number of new customers, received a lot of press and reached new customer groups. Whether there was a deal is not revealed in the episode. To the episode →
Who is Diana zur Löwen?
Diana zur Löwen is a content creator, entrepreneur and business angel. She started as a fashion blogger at 14, moved to YouTube at 16 and today mainly talks about personal finance and startups on Instagram, TikTok and LinkedIn. At the time of recording she holds stakes in 13 startups and invests through Rawr Ventures. To the episode →
Which platform does Diana recommend for starting out as a creator?
Diana suggests starting on TikTok because it's a good place to practise, and cross-posting the videos to Instagram. For her, Instagram is the easiest platform to monetise, especially through Stories. To the episode →
Quotes
„Ich glaube, generell sind so viele Nischen interessant, die einfach über Jahrzehnte so ein bisschen vergessen wurden.““I think so many niches are interesting simply because they've been more or less forgotten for decades.”
„… ganz wichtig ist einfach dieses Native, also dass eine Werbung nicht aussieht wie eine Werbung …““What really matters is that it feels native, that an ad doesn't look like an ad.”
„… viel dieser Founder-Content, der zieht ja auch Leute an, die Founder werden wollen. Und nicht Leute, die Zahnpasta kaufen wollen …““A lot of this founder content attracts people who want to become founders. Not people who want to buy toothpaste.”
„Also gründen ist einfach nicht leicht. Und man macht dies aber auch nicht einfacher, wenn man halt schon auf so einer hohen Bewertung irgendwie eine Runde raised, dass man da dann vielleicht gar nicht rein wächst …““Founding a company just isn't easy. And you don't make it any easier by raising a round at such a high valuation that you may never grow into it.”
„… Die Reichweite ist am allerwichtigsten, aber viel wichtiger ist auf jeden Fall die Community.““You think reach is the most important thing, but what matters far more is the community.”
„Ich finde, die sollte jeder jetzt langsam beherrschen, weil es einfach eine große Power ist, Videos zu drehen, in der Kamera zu reden und die auch so easy zu schneiden.““I think everyone should slowly master this by now, because being able to shoot videos, talk to the camera and edit them so easily is simply a huge power.”