Health & Beauty

Focallure, a domestic cosmetics brand founded in Guangzhou, has recently received tens of millions of US dollars in Series A financing. The investors are Wuyuan Capital and XVC. Tianyancha APP shows that Feiluer received an angel round of financing in January 2021, and the investor is also Wuyuan Capital.

Fei Luer’s main products include eye shadow palettes, concealer palettes, lip glazes, etc., and the single product prices are all less than RMB 100. For example, the 15-color travel eye shadow palette is priced at 69.9 yuan, and the 5-color concealer palette is priced at 37.9 yuan.

Feiluer has a completely different development path from domestic beauty brands such as Perfect Diary, Huaxizi and Judo. This is a brand that started as a foreign trade factory, and it first opened its doors to overseas markets.

According to Fang Xing, the founder of Feiluer, he established an export trading company in the cosmetics category in 2013 and developed abroad in the form of cross-border e-commerce, and then created the Feiluer brand in 2016.

From 2016 to 2021, Philippine Luer entered North America, Southeast Asia, Russia and other markets with cross-border e-commerce such as Shoppee, Lazada, AliExpress, and Amazon. The Philippine Luer brand said that it is currently the No. 1 beauty brand in cross-border e-commerce sales in Southeast Asia, Russia, Bangladesh and other regions.

Many YouTube beauty bloggers will evaluate Fei Luer's products. Source: YouTube screenshot

Fei Luer's expansion in overseas markets is not limited to online. UIFashion previously reported that Japanese cosmetics retailer Lifestyle Company announced in January 2021 that it will become the Japanese general agent for four Chinese beauty brands including Fei Luer. Lifestyle Company will use its own e-commerce company COSME DELI and grocery stores in Japan. Sell these brands of goods.

In addition, Japanese consumers can also buy Feiluer products at Comma Tea, a Chinese tea drink in Japan. This tea brand and Lifestyle Company are related companies, and the president and chief executive officer of the two companies are the same person.

Since Fei Luer started as an export trading company and has accumulated experience in the supply chain and foundry for major overseas brands, it regards a complete supply chain as a brand advantage. According to the 36Kr report, Philippine has the only large-scale flexible supply chain for cosmetics in China, with its own R&D center and 6 core factories, mainly concentrated near Guangzhou.

It wasn't until Fei Luer established a certain market and reputation overseas that the brand entered domestic e-commerce channels such as Tmall, JD.com, and Vipshop. At present, Fei Luer has more than 810,000 fans in the Tmall flagship store, and the monthly sales of the highest-selling single product exceeds 4,000.

Offline, Fei Luer reached an exclusive cooperation with KK Group and settled in the colorist of THE COLORIST, a beauty collection store.

It is worth noting that Fei Luer is another Chinese beauty group that claims to be "L'Oreal". Before that, Perfect Diary's parent company Yixian E-commerce also claimed that its target company is L'Oreal Group.

To become L'Oreal, first of all means to have a diversified brand portfolio. In 2019, Feiluer launched its sister brand "Twelve Yards", which is priced slightly higher than Feiluer and positioned as a national style makeup.

Fei Luer claimed that its other move against L'Oréal is to drive product development and marketing with data. Simply put, it is based on massive research and consumption data to develop products customized according to consumer needs, and then use social media marketing to promote purchases. In fact, this is also the product development and marketing model claimed by domestic beauty brands such as Perfect Diary and Colorkey.

However, data insight is not a panacea, and "how to hit consumers" will always be a problem. In 2017, Mars, one of the world’s largest food manufacturers, cooperated with Tmall to come up with an insight that spicy is the national taste of China, and 40.5% of Chinese consumers are uncomfortable with spicy food. Therefore, Mars launched the spicy sauce. Force frame. But this product did not achieve the expected success.

As the domestic beauty and cosmetics track becomes more and more crowded, it is still unknown whether Fei Luer can replicate the best-selling overseas market to the domestic market.