A domestic designer makeup brand with a neutral style.

It was learned that recently, the domestic cosmetics brand “SEVEN · JULY” completed a seed round financing of millions of yuan, invested by the Japanese skin care brand Huayin.

SEVEN · JULY was established in 2018. It is positioned as a gender-friendly domestic designer makeup brand. After 3 years of research and development, it will officially launch makeup remover, foundation stick, Products such as lip glaze and eyebrow cream target users including the post-95s and LGBT groups who love neutral styles. Focusing on the brand spirit of “equal rights, respect, and self-realization”, SEVEN · JULY has developed three series of products: original painted leather, PH7 velvet mist lip glaze and east-west barrier.

Native painted skin refers to two states of makeup remover and makeup. The series includes two products, namely, emergence makeup remover (nickname: 70-degree gray makeup remover) and shallow concealer foundation stick. According to the founder Jin Le, the emergence makeup remover cream is packaged in an aluminum tube, the mass is less than 100g, it is convenient to carry when traveling, and the price is about 109 yuan; the cream is a cream texture, showing a high-grade gray color, and the raw materials are vegetable oils and natural vegetable charcoal. Powder, etc., does not tarnish the eyes, and is refreshing and not greasy after unloading.

Shallow concealer foundation sticks are available in four colors: natural white, camouflage white, and milk tea white and milk green white specially developed for Asians. They can be used for daily base makeup, full-face application, partial concealer, and as solid stockings. Jinle tells that the biggest feature of this product is the buttery texture, one stroke is applied to form, and the PMMA microsphere filling technology makes the product less likely to stick to powder and can quickly cover fine lines.

The emergence makeup remover of the original painted skin series, according to the interviewee

PH7 velvet mist lip glaze series includes 5 colors that can highlight the aura and 2 matching mirror colors. The lip glaze is a lip velvet texture that is not easy to get stuck. The two matching mirror colors can be used for single coating or overlay coating. They are divided into two colors: semi-transparent white with fine flash and semi-transparent black without thin flash.

The East-West Enchantment series mainly promotes floating eyebrow cream. Two elements of wooden door and plaster are applied to the outer box. The design is inspired by the cultural conflict between the East and the West. Jin Le tells that Fusheng eyebrow cream has four colors: light brown, dark brown, haze blue and dark burgundy, which can be matched with different hair colors and eyeliner colors. When unpacking for the first time, users can bend the brush according to their needs to find the best angle for them.

Floating Eyebrow Cream of East-West Enchantment Series

When it comes to competing products, Jinle said that the current domestic products of cutting-edge make-up are mostly positioned in the female market, while SEVEN · JULY is positioned in the relatively blue ocean neutral style market. The brand’s competitive advantages mainly include three aspects: 1. The packaging has high value and delicate design. The outer packaging is mainly black and white and gray. Each product has a “=” mark on the box to convey the brand’s equal rights spirit. In addition, there is a piece of black leather on the packaging box of the original painted leather series, and the outer box of the East West Enchantment series is equipped with real metal door knocker pendants, which echoes the series name;

2. In the selection of raw materials, it is mainly based on natural ingredients that protect the skin; third, the brand has original ability, adding natural plant charcoal powder to the raw materials of makeup remover is not an easy thing to achieve, if you deal with it If the ground is not in place, the natural plant charcoal powder will not be evenly integrated with the paste and will precipitate and accumulate. In addition, the cleansing cream was filled into an aluminum tube, using low-temperature cold irrigation technology, which was only successful after months of experimentation.

The sales channels of the products are mainly online in the early stage, including Taoxi distribution, Tmall flagship store, Xiaohongshu flagship store and Douyin store, etc., and will enter offline chain stores in the later stage .

PH7 velvet mist lip glaze series, according to the interviewee

The founding team of the company has extensive experience: the founder, Jinle, has ten years of experience in brand operation in the cosmetics industry. He was once the marketing director of ELTA MD Greater China. The annual sales of single products exceeded 300 million. Original designer Xu Fangbin, with 12 years of brand design experience, has served as the main designer of the Baicaowei brand upgrade project, and has served domestic and foreign cosmetics companies such as Proya, Xiangyi Bencao and POLA.