CMIA Portfolio – SuperOrdinary

Exited

Building A Multi-Billion Millennial And Gen Z Beauty And Wellness Brand Portfolio In China

SuperOrdinary provides a strong foundational launchpad for global and emerging independent beauty and cosmetic brands looking to establish their presence in China and access the Chinese Millennial and Gen Z consumers that are in search of the next big trend. Representing popular brands such as Farmacy, Drunk Elephant and Supergoop!, SuperOrdinary is well on its way to build the largest Millennial and Gen Z beauty and personal care brand portfolio in China.

Breaking Through The Wall

Founded by Julian Reis, SuperOrdinary provides the know-how and expertise for fast growing overseas brands looking to enter the Chinese e-commerce market.

SuperOrdinary quickens the process by identifying the right local consumer base and executes a corresponding go-to-market strategy for each brand. This includes setting up each brand’s online flagship Direct-to-Consumer (“D2C”) store on e-commerce and social commerce platforms such as Tmall, Taobao, XiaoHongShu etc., as well as driving digital marketing and social influencer engagement efforts in China. SuperOrdinary maintains a strong and growing community of Millennial and Gen Z Key Opinion Leaders (KOLs), allowing for targeted marketing that zooms in on demographics well suited for building awareness and conversions for niche and rising brands.

Through the SuperOrdinary platform, international and emerging brands alike can enjoy increased brand exposure with the help of Chinese local social media leaders and experts. In addition, brands can gain unique and valuable opportunities to interact with the growing Millennial and Gen Z consumer base that represents the future of consumer power.

By continuing to capitalise on its position, influence, and expertise, SuperOrdinary has established a unique competitive advantage in China’s competitive beauty market. The fast-growing company is also strategically positioned to make the most of market developments in the e-commerce world in China and beyond.

Year of Investment

2018

Region

China

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