Source: 36Kr.
Meet the needs of men’s grooming, and make China men dare to be refined.
Text | Zhudy
36Kr learned that recently, JUST A COOL BRAND (hereinafter referred to as JACB), a brand of Jiaye Mingshi Industrial Co., Ltd. (Shanghai), announced that it had completed the financing of 10 million yuan angel round, which was invested by BAI (Bertelsmann Asia Investment Fund) and Chuangshi Partner Capital. The funds obtained from this round of financing will be used for new product research and development, marketing promotion and channel expansion.
Founded in early 2020, JACB is a men’s grooming and skin care brand that pays attention to functionality and fashion sense, and wants to provide fashionable and effective grooming and skin care products for young male consumers of Generation Z.. The consumers of JACB are men aged between 18 and 28. The retail price of JACB products is between 70 yuan and 150 yuan, and it is available on the platform of JD.COM.
According to the Report on the Development Trend of Domestic Beauty in China in 2020, the online transaction volume of men’s care products reached 4 billion yuan in 2019, an increase of 24.5% compared with 2018. In 2019, men’s online makeup sales increased by 67.9% year-on-year. After 90 s and 95 s, it has become the main consumer of online men’s skin care products, and the demand of young users for deep skin care and beauty cosmetics has increased significantly.
The report shows that young male users are becoming more and more refined about skin care, and the consumption demand for whitening and anti-aging effects has increased significantly. The male essential oil products with strong efficacy have a year-on-year growth rate of 169% in 2019. Belinda Chen, founder of JACB, said that at present, most of the traditional brands’ attention to male beauty and skin care still stays in the basic problems of oily skin, large pores and thick cuticle. What JACB wants to do is to tap the needs of the new generation of male users for grooming and skin care, and provide men’s care and skin care products and make-up products.
In the men’s skin care series, JACB has launched three products: volcanic mud Oil Control Cleanser, Oil Control Moisturizer and Calendula Toner. Belinda Chen, the founder of JACB, said that men are more afraid of trouble than women. In the design of skin care products, JACB tends to make the products easy to use and meet the needs of users. Among them, volcanic mud Oil Control Cleansing Mud has the effects of removing oil, controlling acne and removing makeup; Calendula Toner contains anti-inflammatory and whitening ingredients.
JACB man skin care products
In the men’s make-up series, JACB launched BB cream and eyebrow pencil. JACB’s explosive BB cream adopts transparent curved pump-like design, and its novel and interesting shape is sought after by young people on various grass platforms. Belinda Chen said that this BB cream is natural, docile and does not take off makeup, and it can be easily applied with fingers. Men’s beauty makeup should not be a continuation of women’s beauty makeup, and "Buniang" is JACB’s challenge to traditional men’s beauty makeup. In the future, the brand will continue to enrich men’s beauty products, and make new settings for men’s skin care steps, so that China men can be more refined.
JACB has also established a joint research model of "core foundry+core raw material supplier+core laboratory". The production plants that the company cooperates with are all the leading enterprises in the industry, such as Koma, which is listed on the New Third Board. JACB shares its latest R&D achievements with internationally renowned raw material R&D companies such as Baihaobo and Xianting, and can apply the latest raw materials and technologies in the industry to products. Moreover, JACB has reached an agreement with an authoritative laboratory in China, and will jointly set up a research laboratory for men’s skin problems in China in the near future to conduct research on men’s skin in China.
CEO Belinda Chen, the founder and CEO of the company, was the head of the independent category of JD.COM Fashion Group, leading a team of 120 people, driving the business volume to exceed 15 billion GMV and achieving the first place in the whole network in a single category; Erchu, the company’s chief product officer, was the head of Jumeiyou’s own brand (health products, food and beauty tools), and the explosion rate of independent research and development was 97.2%.
Yu Long, the founding and managing partner of BAI, said that with the rise of "other economy" consumption, the men’s beauty and skin care market has experienced rapid growth, and we are very optimistic that the new generation represented by the post-90s and post-90s will become the main force of online men’s beauty consumption.
Zhou Wei, the founding managing partner of Chuangshi Partner Capital, said that the consumer industry is facing a change in trend-Z generation pays attention to long-term value interests, gives priority to face value and puts experience first, and everything is an expression of its lifestyle. The emergence of this trend also means the birth of market opportunities.
The most exclusive venture capital report, the most informative capital story.
36Kr Pro is the official account of 36Kr, which focuses on venture capital and capital. I sincerely recommend you to pay attention to it.
Reporting/feedback
关于作者