Health & Beauty

AMIRO, a technology beauty care brand known for its beauty mirrors, recently announced that it has completed a C round of 100 million yuan financing. It is exclusively strategically invested by a top domestic fund, and Gaohu Capital is acting as the exclusive financial adviser. This round of financing will be mainly used for technology research and development, category expansion, medical system establishment and brand upgrades.

AMIRO was established in 2015, and the first product developed was an LED makeup mirror. According to the introduction of the AMIRO Taobao flagship store, its makeup mirror has the exclusive patent Purelux, which can minimize the fatigue of the naked eye while the color rendering power is close to that of daylight.

The makeup mirror is divided into the MINI series and the O series according to the size and shape of the package, and the price is also divided into two grades of 249 yuan and 699 yuan. At the same time, the more expensive O-series cosmetic mirrors have more complete functions in brightness control, light mode, and on/off.

Although LED makeup mirrors have always been AMIRO's flagship products, AMIRO brand director Huang Kun said in an interview with UIFashion that the category is still in the stage of market education.

Huang Kun believes that many consumers still don't realize the help of professional makeup mirrors for daily beauty care, so there is still a lot of room for growth in this market segment.

On the other hand, many makeup mirrors appearing on the market now only add a circle of lamp beads, which are uneven in technical level and cannot effectively cultivate consumer acceptance.

The success of the AMIRO makeup mirror is largely dependent on continuous investment in marketing. Celebrity cooperation, live broadcast e-commerce, joint cooperation, etc. are all marketing methods that the brand has been experimenting in the early days of its establishment.

Wu Gangbin, chief operating officer of AMIRO, once told UIFashion that the brand started contacting Taobao's head anchor Li Jiaqi as early as 2018, and has reached many cooperation since then.

At the same time, AMIRO has launched joint models with Zhu Zhengting and Ouyang Nana to attract consumers in the fan circle. The IP co-branding with Forbidden City Culture and Fauvism is intended to further expand the brand's influence.

In order to increase the sense of fashion and professionalism of the makeup mirror, AMIRO has also cooperated with New York Fashion Week and delivered the products to the backstage of Fashion Week.

In 2020, AMIRO began to launch new products, successively launched the hair removal device and radio frequency beauty device, the price range between 1799 yuan to 3199 yuan. During the Tmall 618 period in 2021, the brand also ranked second in the sales value list of personal care and cleaning tools, and seventh in the list of beauty and body equipment brands.

Although in external publicity, AMIRO will repeatedly mention that it is a technology brand with photoelectric technology as its core, but during the period AMIRO has also set foot in other categories in personal care, launching electric toothbrushes, face washers, spray moisturizers and other products.

Huang Kun said that other categories will be considered for upgrading under the continuous purchase of consumers, but this is not the focus of the company's promotion. The company will continue to develop around core categories related to optoelectronic technology in the future.

It is worth mentioning that AMIRO has its own R&D team and production channels, and is also Xiaomi’s ecological chain partner, with a complete supply chain system from R&D to production. Tianyan Check information shows that Xiaomi Group was the lead investor in the brand's Pre-A round of financing.

But similar to most beauty instrument brands, AMIRO chooses to cooperate with professional doctors and certification agencies to endorse the effects of the products.

For example, on the product introduction page of the radio frequency instrument, AMIRO lists the cooperative institutions as Shenzhen Tsinghua University Research Institute and the Swiss SGS testing institution, and lists the improvement of pores, fine lines and other skin problems by the brand certified by SGS and multiple doctors. Effect.

Interface Fashion has reported that the Chinese beauty instrument market is in a stage of rapid growth. According to the data from Tianyan Check, there are currently more than 9,700 household beauty equipment-related companies in China. Since 2016, the company's annual registration growth rate has remained above 25%. In 2020, there will be more than 2,300 new home beauty equipment related companies.

However, the risk of beauty instrument brands is still unable to clarify product safety and efficacy. This is because the industry standards are not yet complete, and home beauty equipment is not yet in the category of medical devices, and can only be evaluated from the perspective of electrical appliance performance. Many well-known beauty instrument brands have been deeply involved in the controversy of negative public opinion due to safety issues.

Recently, the State Food and Drug Administration issued a notice on soliciting opinions on the "Guiding Principles for the Classification and Definition of Radio Frequency Beauty Products" (Draft for Solicitation of Comments), which is regarded as an important step in strengthening the supervision of the beauty equipment market.

Huang Kun said that AMIRO will update relevant product certifications in a timely manner in accordance with industry standards in the future, but will currently provide test reports on product effects as much as possible on the product details page.