Want to occupy the men’s bathroom scene

It was learned that the men’s comprehensive personal care brand “Liran” has completed nearly 150 million yuan in Series B financing, which was jointly led by M31 Capital and Wuyuan Capital (formerly Morningside Capital). Shareholders SIG, Hupu and other institutions continued to follow suit.

This is also the fifth round of financing since the brand went online a year ago. Naturally, the angel round investor is the third capital; the Pre-A round investor is Redpoint Ventures; the A round is led by SIG, and Redpoint Ventures is a follow-up investor; the A+ round is funded by Tiger Flutter investment.

The Liran brand was officially launched in January 2020. It is positioned as a comprehensive personal care brand for men. The price range is at the mid-end of the category. The product line covers facial care, body care, hair and hair care, body fragrance, makeup, etc. Category. At present, Liran’s representative products such as clothing eau de toilette, special skin drink shower gel, styling spray combination, and makeup lotion are ranked TOP in their category and different channels. In Q4 2020, all-channel GMV will be nearly 100 million yuan.

(picture from Liran)

While taking the full-category route, we should pay attention to product differentiation. Based on the consumption insights of the male group, the team develops products from the dimensions that can intuitively change the image of men, such as odor, skin cleanliness, hair condition, etc., and on this basis arranges skin care, makeup, washing, styling, fragrance, etc Products, enrich the product line, want to occupy the men’s bathroom scene.

In terms of the team, the founder and CEO Huang Weiqiang once served as the e-commerce CEO and brand leader of Okamoto, and also served as the co-founder and CMO of Lecherous Salad; co-founder and COO Zhou Qi served as the business partner of Aoji Group, The person in charge of the JD Smart Projection category and once was responsible for the KA channel management of Li Jieshi.

Men’s personal care products have become one of the growth points of the personal care market worthy of attention in recent years. According to Euromonitor Consulting’s forecast, the scale of the global male beauty market in 2020 may be Reached 51.1 billion US dollars. The American brand Hims, which focuses on men’s care products and health care products, was established for two years and has a valuation of US$1 billion.

The awareness and importance of domestic men on beauty and skin care are gradually increasing. ByteDance’s “20”Insights into the Chinese Men’s Beauty Market in the Past 20 Years” shows that in Q3 2020, among the broadcasts of skin care content that people of different genders pay attention to, the broadcasts of male groups have increased by 58% year-on-year, while that of women is 28%. According to the “Report on the Development Trend of China’s Domestic Products and Cosmetics in 2020”, the GMV contributed by male consumers to the Tmall beauty category in 2019 increased by 41.5% year-on-year.

(Picture from Liran)

Regarding this investment, Liu Yiang, managing director of M31 Capital, said: “When we studied the beauty and personal care industry, we found that men’s attention to and spending power on beauty and personal care is rapidly increasing. We realized that a man The awakening era of self-consumption consciousness is coming. It naturally conforms to the needs of men’s users and the changes of the times, and provides products that make sense from satisfaction of needs to scene insights. Weiqiang and the team are extremely sensitive to market changes. 20 years Since the launch of the brand, the company and the brand have achieved very good stage results. We are very optimistic about the development of the industry and the company, so we hope to help the company achieve greater success from the capital and resource level.”

Yuan Ye, a partner of Wuyuan Capital (formerly Morningside Capital), said: “We believe that the new generation of male consumers’ demand for grooming image continues to evolve, and the perception of personal image is built in new crowds and social scenes. New product brands are needed for the next generation. Naturally, my keen insight into this trend will be reflected in the brand’s spiritual propositions and product development. I am honored to cooperate with Weiqiang and look forward to growing into a lasting and outstanding consumer brand.”

Related reading:

First launch | Men’s personal care brand “Liran” completed nearly 100 million yuan in financing, with investment from Hupu, SIG, Red Dot and other institutions