Six Emerging Internet Beauty Brands (DTC) recently favored by investors

Internet Direct-to-Consumer (DTC) is the most exciting entrepreneurship field in recent years. A number of products with high cost-effective and intimate design are not only favored by consumers, but also supported by many unique investors. According to the data collected by CB Insights, a market research company, from 2012 to now, the new consumer brands have raised a total of $3 billion. Of these, more than half of the financing is completed in 2018, and most of them are Internet-based DTC brands. On the other hand, Randy Yang, senior director of e-commerce and head of digital consumer brand development at Walmart, the world's largest retailer chain, said that according to their statistics, Internet direct-selling brands received about $4 billion in venture capital.

What are the most interesting emerging DTC brands? Where are their innovations? Why do investors choose them? Beauty counter Beautycounter, founded by Gregg Renfrew in 2013, is a natural skin care brand with more than 130 products covering skin care, color makeup, advanced anti-aging, infants and children, and individual care. And many other fields. In the process of making cosmetics and skin care products, the brand has developed a strict ingredient selection process to ensure that its products meet health and safety standards and refuse to use any harmful chemicals. In addition, the brand will help consumers understand the 1,500 harmful ingredients that cosmetics may contain and their impact on the environment and health. Countersun Mineral Sunscreen Lotion, a famous brand product, won Allure Magazine's 2018 cosmetics product award for its lightweight, waterproof and safe features at a price of $39. Tim Armstrong, founder and CEO of DTX Company, an e-commerce platform, said that the founder of the brand had a great vision and saw the huge development potential of the clean cosmetics and skin care industry as early as 2013. They not only pay attention to the safety of the products themselves, but also hope to be able to set an example for the whole industry and promote the sustainable development of cosmetics and skin care products. In addition, they have also established a brand-specific information community to better reach consumers. BioClaritybio Clarity, founded in 2016, is a natural skin care brand. The brand started with a three-step treatment for acne, and their patented antioxidant Floralux helps alleviate redness and pore size. BioClarity products contain zero cruel, pure plant ingredients, and do not contain benzoic acid esters, sulfates and phthalates. Products include: eye cream, yup, moisturizing mask, bath liquid, beauty supplement, the price ranges from 9.95 US dollars to 32.95 dollars, attracting many millennial generation consumers and Z generation consumers. Rob Rosenberg, partner of Prolog Ventures, a venture capital firm, said that a deep grasp of user needs has enabled bioClarity to develop rapidly in such a competitive natural cosmetics and skin care industry. But what really makes bioCharity stand out is accurate brand positioning and professional level of product development. As young as a brand, but few brands have patent ingredients and clinical certification. Live TintedLive Tinted was founded in 2017 by makeup opinion leader Deepica Mutyala. It started as a multi-faceted platform for minority cosmetics, and later launched the same name makeup brand Live Tinted. In May this year, the platform launched its first product, Huestick multifunctional makeup stick, which can be used as eye makeup, lip makeup and blush, with a total of 3 colors and a unit price of 24 dollars.

 At present, Kinfield has launched three Sunday Spray moisturizing spray, Gold Hour non-toxic mosquito repellent spray and Waterbalm moisturizing cream, and the price ranges from $18 to $22. All products do not use animal raw materials, and all kinds of natural essential oils replace the harmful substances and sensitizing substances often used in traditional nursing products. Tina Bou-Saba, founder of CXT Investments, an investment company, said that everyone thinks the cosmetics and health care sector is a red sea, but Kinfield has attracted consumers'attention through innovative and natural product formulations and has a place in this field. BRAVO SIERRABRAVO SIERRA was founded in 2018 by Benjamin Bernet and Justin Guilbert, headquartered in New York. Its main products are high-performance personal care products of military grade, including: All products of the brand have passed rigorous military field environmental stress testing, and more than 1,000 active personnel of the U.S. Special Operations Force have been invited to participate in the development process to ensure that the product can meet the performance needs of high-intensity campaigners for personal protective products. The brand does not use any animal raw materials, nor does it contain any harmful chemicals.