"Brand Unsheathing" is a new column launched by the Sword Art Research Institute (ID: DigipontClub), updated every Monday. We will focus on one track every week and select 5-10 new consumer brands (involving emerging brands/mature brands) for you. ---"The stars in the sky are sha

"Brand Out of the Sheath" is a new column launched by the Sword Technique Research Institute (ID: DigipontClub), is updated every Monday. We will focus on one track every week and select 5-10 new consumer brands (involving emerging brands/mature brands) for you.

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"The stars in the sky are shattered in your eyes."

The descriptive sentences in the ancient Mary Sue novels have changed from fantasy to reality with the blessing of colored contact lenses.

During this period when masks cover half of the face, colored contact lenses have become a bonus for exquisite makeup, replacing lipstick and becoming another new favorite among consumers. According to the forecast of Mob Research Institute, the market size of China's cosmetic contact lens industry will reach 50 billion in 2025, and is expected to become the most important market in the world.

In fact, "color lenses" were originally designed as contact lenses by Johnson & Johnson. In order to help people with eye injuries cover blemishes, they belong to the third category of medical devices with the highest risk level. After being included in the scope of medical device management in 2012, the company Regular channels are mostly guarded by large offline pharmacies, while micro-business channels are mostly filled with imitations and non-branded products.

Under such market conditions, high-quality companies are more valuable, and capital comes from searching. According to public data, since 2020, many domestic cosmetic contact lens brands such as moody, 4iNLOOK, CoFANCY, and kilala have received financing one after another. Capital investors include Sequoia Capital, Matrix Partners China, and Hillhouse Capital. Many star institutions.

In Xiaohongshu’s .78 million notes, keywords such as “comic eyes”, “hybrid feeling”, “scheming nature” have constructed a universe of consumers’ demand for cosmetic contact lenses. This issue’s “Brand Unsheathing” column , we bring you 7 blingbling cosmetic contact lens brands.

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/moody/

received four rounds of Hillhouse financing

moody was founded in Shanghai in 2019 and continues to focus on "visualization of inner emotions" Launch high-quality, well-designed, short-disposal contact lens products, committed to creating An eye fashion brand belonging to the new generation of consumers, promoting Chinese young people to upgrade their concept of wearing contact lenses. The founding team of

comes from leading brands and Internet companies such as Procter & Gamble, L'Oreal, Johnson & Johnson, Alibaba, and ByteDance. The annual transaction scale in 2020 exceeded 200 million yuan, and the current single-month GMV exceeded 50 million, ranking first in the sales volume of colored contact lenses on the Tmall platform. The brand has launched joint products with animation IP LINE FRIENDS, fashion brand SMFK, etc., and has cross-border cooperation with contemporary artist Luo Wei. Among them, the joint product with LINE FRIENDS has sold more than 100,000 pieces within one month of its launch.

Financing information:

• In December 2019, the seed round financing was completed, and the investors were Yisan Capital and Plum Blossom Venture Capital.
• In April 2020, the angel round financing was completed, and the investors were Hillhouse Capital and Plum Blossom Venture Capital. June 0, completed 60 million yuan in Series A financing, investors are Matrix Partners China, Source Code Capital, Hillhouse Capital
• In January 2021, 380 million yuan in Series B and B+ rounds of financing were completed, and the investors were CITIC Industrial Fund, GGV Capital, XVC, Hillhouse Ventures, Matrix Partners China, Source Code Capital
• In March 2021, strategic financing was completed. The investors were Xiaohongshu, Tencent Investment, and CITIC Industrial Fund

Sales channels:

• Online: Tmall, JD.com, Xiaohongshu, Douishu Yin, Kuaishou, Vipshop, Pinduoduo, WeChat mini program, etc.
• Offline: Hua Mei, Colorist

Main products and prices:

• HDK series daily price 89 yuan / 10 pieces
• Space disco series 99 yuan / 1 0 pieces

/CoFANCY CoFANCY CoFANCY /

"One mold, one piece" production process

CoFANCY CoFANCY was founded in 2019, and jointly promoted the "one mold, one piece" concept with ophthalmologist Tao Yong. Interesting aesthetic gesture and rational science Use your spirit to explore, discover, and play with beauty.

founder Duoqu was the head of Tmall’s emerging beauty brands. The other founding team members are e-commerce executives with rich marketing and product experience. Launched on Tmall in March 2020, the overall GMV exceeded 100 million in less than a year, and the repurchase rate reached 44%. It became the first high-end cosmetic contact lens on Tmall that year and won the Tmall Golden Makeup Award. In 2021, transparent daily disposable contact lenses were launched, and more than 30,000 boxes were sold within two weeks of launch, ranking first in Tmall’s transparent contact lens rankings. The brand has launched joint gift boxes with Polaroid, M&G Stationery, etc., and launched joint environmental protection cooperation with independent design brands CHINCHIN and Super Plant Company.

financing information:

• 2019 L6
• 2020, in May 20120, completed tens of millions of RMB Pre-A round financing. The investor is Country Garden Venture
• 2021 1 In March, strategic financing was completed, and the investor was Huachuang Capital.

Sales channels:

• Online: Tmall, JD.com, Xiaohongshu, WeChat applet, etc.

Main products and prices:

• Highlight/can series daily disposable contact lenses 99 yuan / 10 pieces
• Oatmeal small breast transparent daily disposable contact lenses 89 yuan/30 pieces

/Kilala Kilala/

pioneered "Colored pupils are the base makeup"



Kilala Kilala was founded in 2011 and is the first independent As the first advocate of the concept of "Colored Eyes Are Base Makeup", the colorful pupil brand created by the brand has launched a total of 500+ colors and 10,000+ SKUs, and is committed to meeting the needs of every sweet and cool Z generation who pursues fresh experiences. The

brand focuses on daily disposable colored lenses and provides a full range of eye care products such as care solutions, eye lotions, and steam eye masks. In 2020, GMV reached nearly 500 million, an increase of 400%, surpassing international brands such as Haichang, Bausch & Lomb, and Johnson & Johnson. The brand has accumulated more than 7.5 million users and ranks first in the industry in single-link sales of the popular hyaluronic acid daily disposable colored pupils.Kilala cooperates with domestic actress Ju Jingyi, inviting her to serve as a "water ophthalmologist", and launches joint cooperation products with animation IPs SpongeBob SquarePants, One Piece, Xi Meng Baby, etc.

Financing information:

• In October 2020, it completed nearly 100 million yuan in Pre-A and A round financing. The investors were Fengrui Capital and KIP China.
• In August 2021, it completed more than 400 million yuan in Series B and B+ rounds of financing. The investor was Innovation Gongchang, Yuanyi Investment, Jinding Capital, Cornerstone Capital, Qianhai Fund of Funds, Fengrui Capital, KIP China

Sales channels:

• Online: Tmall, JD.com, Pinduoduo, Xiaohongshu, Douyin, etc.

Mainly recommended products and Price:

• Hyaluronic acid daily disposable 89.9 yuan/10 tablets

/Milleage DTC brand



acquired by Milleage

Milleage Milleage was originally a Japanese fashion brand of color contact lenses. It entered the Chinese market in 2015 and was launched by Kuaihua in April 2020. Acquisition of fashion eyewear brand LOHO, with the core of "beautiful anytime, anywhere", emphasizing makeup and scene matching.

Milleage Milleage is led by LOHO co-founder Chen Min as CEO. The brand focuses on daily disposable lenses. In May 2021, the first product "Cocoa Feast" was launched, with a single-channel GMV of nearly 10 million on Tmall in a single month, and it was listed on the Tmall 618 emerging contact lens merchant list. At present, it has accumulated more than 1 million users across all channels, of which more than 70% are private domain users. In the future, LOHO will rely on its supply chain capabilities to rapidly iterate products and plans to build its own factory.

Financing information: None

Sales channels:

• Online: Tmall flagship store, LOHO official mini program
• Offline: Log in to nearly 300 LOHO Group doors

Main products and prices of :

• cocoa feast series 79 yuan/day 10 pieces

/YOUHOO Youhe/

prepares the online contact lens museum



YOUHOO Youhe was founded in Hong Kong in 2013, targeting high-end people. Based on the concepts of optical technology and color aesthetics, we are committed to creating China's first fashion brand contact lenses brand. The

brand relies on its own laboratory for product research and development, seeks inspiration from natural science, and launches the industry's first camellia and butterfly pattern contact lenses, which have been featured in live broadcast rooms such as Li Jiaqi and Viya many times, with a unit price of over 230 yuan (online )/800 yuan (offline), the highest in the industry. It has conducted many joint activities with anime IPs such as Sailor Moon/Cardcaptor Sakura/Pokémon, trendy graffiti artist Keith Harring, and cutting-edge designer brand YVMIN, etc., and plans to launch the YOUHOO online contact lens museum in November.

Financing information: has not yet been financed, and is not considered for the time being.

Sales channels:

• Online: Tmall flagship store, Youzan Shopping Mall, Vipshop, VTN, etc.
• Offline: Domestic Beijing, Shanghai, Tianjin, Hangzhou and other places 34 brand counters, and stationed in colorists, KKV and other collection stores, overseas stores in South Korea 69 offline stores

Main products and prices:

• Heidi series Aurora Golden Brown Seasonal throw 188 yuan / 2 pieces
• Heidi series camellia Daily disposable 139 yuan / 10 pieces

/WAKEUP Wake up /

forward-looking brand sense



WAKEUP was founded in 2015 and belongs to the glasses brand of Photosynthesis Group Co., Ltd. With forward-looking fashion sense and professionalism, working together with the international design team, Customized colored contact lenses for Asian women to meet users’ eye matching needs. Chen Feng, the founder of

, has more than 10 years of entrepreneurial experience in the consumer industry and is also the founder of Black Ant Capital. WAKEUP's products focus on "original imports from Korea". Since 2015, they have been marketing vigorously, shooting fashion promotional photos, TVCs, etc. for new products, and using brand theme music festivals and fashion parties as new product release channels. In 2018, they cooperated with a subsidiary of Photosynthesis Group Brands AOJO and Mujiushi jointly created an offline "Photosynthetic Art Space" and co-branded it with brands such as Casio and Chow Tai Fook.

Financing information: None

Sales channels:

• Online: Tmall flagship store, Youzan Mall
• Offline: The main store is located in Shenzhen, and sells in some AOJO optical stores

main products and prices:

• Flora Series daily disposable 119 yuan / 10 pieces

/Perfect Diary/

Beauty brand hair color contact lenses



Perfect Diary is a domestic beauty brand established in 2017, originally developed for young Chinese women Makeup products, and later extended the skin care product line , from entering Tmall to successfully listing the parent company in 3 years. In March 2021, the "Xingyue" cosmetic contact lens series was launched on the "Wanzijia" WeChat applet. The brand

has opened an official flagship store for contact lenses. The Perfect Diary Color Research Center has its own team of color designers who specialize in colors that are more suitable for Asian pupils. Currently, product SKUs include daily disposables, quarterly disposables, care solutions, eye drops, etc., all priced within 100 yuan. On Tmall’s single channel, Xingyue Color Contact Lens sells more than 10,000 yuan per month in quarterly sales.

Financing information:

• In December 2016, the angel round financing was completed. The investors were Hony Capital and ZhenFund.
• In May 2018, the Series A financing of US$100 million was completed. The investor was Gaorong Capital.
• In September 2019, it was completed. 1 billion U.S. dollar financing, the investors are CMC Capital, Hillhouse Capital
• In April 2020, the financing of USD 100 million was completed, the investors were Tiger Global Management, Hopu Investment, Boyu Capital
• In September 2020, the financing of USD 140 million was completed, the investor was Huawei Ping Investment, Carlyle Investment, Zhengxingu Capital
• In November 2020, the IPO was completed, with a transaction amount of US$617 million

Sales channels:

• Online: Tmall flagship store, JD flagship store

Main products And selling price:

• stars The monthly series is priced at 99 yuan/2 pieces for quarterly use. The daily price for animal series is 89.9 yuan/10 pieces.

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