The ** invested in a Chinese base makeup brand for the first time.Author: Yang Xue.
Editor: Tuya
Tianyancha APP shows that on December 11,A domestic base makeup brandBlankme half a pointThe equity of the parent company has changed, and the new shareholder LV Kaiteng No. 1 (Chengdu) Equity Investment Partnership (Limited Partnership)., thisIt is the first RMB** of L Catterton, a subsidiary of LVMH, the world's largest luxury group
LV Kaiteng No. 1 (Chengdu) Equity Investment Partnership (Limited Partnership) passed the subscription amount of 59030,000 yuan, holding Shanghai Yongxi Information Technology *** referred to as "Shanghai Yongxi") 1018% of the shares, becoming its third largest shareholder. At the same time, the registered capital of Shanghai Yongxi increased from 543060,000 yuan increased to 589050,000 yuan. Shanghai Yongxi is the parent company of the blankme half-point brand.
As the world's largest consumer investment**, L Catterton was formed in 2016 through the merger of two private equity firms, Catterton and L Capital. In October 2022, L Catterton confirmed the Chinese name "LV Kaiteng" and announced the completion of the first phase of the target scale of 2 billion yuan** for the first time, and the first phase landed in Chengdu High-tech Zone. It focuses on eight sub-sectors: cross-border overseas, consumer technology, food and beverage, pets, beauty and personal care, medical and health, new retail and clothing and fashion.
Shanghai Yongxi was established in May 2016, the legal representative and founder is Yang Boya, which is the company to which the base makeup brand blankme belongs to half of the company. Yang Boya was previously the investment director of DT Capital, and previously invested in new ** and beauty brands such as Beauty One, Nature Paradise, and Farfetch.
The brand entered the market from the beginning of its establishment, launched its first base makeup product in 2019, and has achieved rapid growth since then. The small black box and the small silver box are the brand's most well-known star products and are soldCumulativeSuperever3,000,000 pieces
Pricing, blankmeI chose the mid-range ** band from 200 yuan to 400 yuan, avoiding the competition between international brands and local makeup brands above 400 yuan and below 200 yuan. In terms of competitors, Estee Lauder's DW foundation and NARS foundation** are 400 yuan to 500 yuan, and Perfect Diary and Carslan's foundation** are around 200 yuan.
In March 2020 and January 2023, Blankme completed two rounds of financing in half of the rounds, with investors including Zhongyuan Capital, Shangcheng Investment and Xinshixiang, and the specific transaction amount was not disclosed.
However, although Blankme said that it has built its own skin optics laboratory in China and is responsible for the research and development and innovation of product technology, its products are still produced by OEM, and the manufacturers are mainly Intercos, Yunfeishi, Komar and other leading foundries in the cosmetics industry. Overseas products are produced in South Korea.
Some industry insiders pointed out that the first investment in the domestic base makeup brand of LV Kaiteng RMB is half a point on the one handThe brand value has been recognized by the management and is an outstanding representative of Chinese makeup brands；On the other hand, it also shows that overseas capital is optimistic about the Chinese market and Chinese brands for a long time.
Since the beginning of this year, LVKaten has been increasing its investment in the beauty sector. Following the acquisition of a minority stake in Italian cosmetics brand Irene Forte Skincare in July last year, in September this year, it invested in Swedish cleaning brand Maria Nila and Jiangsu Chuangjian Medical Technology Co., Ltd., a Chinese collagen-focused company***