Lumi (www.LumiLady.com), a leading provider of nutritional beauty products in China, has raised $20 million (120 million RMB) in funding led by ClearVue Partners. Fidelity, JAFCO and Capvent also participated in the round, along with existing shareholder, DCM. William Chen, managing partner of ClearVue, is also joining Lumi’s Board of Directors.
The new funds will support branding and product and channel development, and will help enhance Lumi’s customer service and strengthen its position as the leader in the nutritional beauty industry throughout China and beyond.
“An increasing number of female consumers are learning that nutritional beauty products are actually more natural and beneficial to their overall health and beauty. To some, these products have become the most central and essential beauty products they use,” said Joe Tai, co-founder and COO of Lumi. “Lumi’s target customers are sophisticated and affluent female consumers who have been looking for products enriched with natural nutrients to better their skin and overall beauty. We are building a company dedicated to providing the best quality nutritional beauty products to our customers through both e-commerce and offline channels.”
Lumi currently has sales outlets in leading department stores such as Parkson and Intime Group, and is the best selling brand of collagen drinks and other nutritional beauty products in Watson’s, TMall, Taobao and 360Buy. Lumi’s products are also endorsed by one of China’s top actresses, Yang Mi.
“Lumi is an exceptional company with the potential for explosive growth in the fast growing nutritional beauty market,” said William Chen, managing partner of ClearVue Partners. “We are excited to lead the financing and help the company in its next stage of development.”
“We look forward to leveraging ClearVue’s global resources and experience in consumer products and media to help make Lumi a global leading brand,” added Harry Hui, managing partner of ClearVue Partners and former Chief Marketing Officer of Pepsi China.
Albert Cheng, partner at Fidelity Growth Partners Asia, added: “Lumi has quickly proven to be one of the most influential brands in China. There is massive opportunity for growth, especially in developed countries like Japan, where collagen infused products have become hugely popular.”
China’s health and beauty-related industry is estimated to be a $24 billion market, making it the fourth largest in the world behind the United States, Japan and Brazil, according to Euromonitor International. In addition, China’s health and beauty sector has grown by nearly 20 percent annually for the past five years, according to China’s National Bureau of Statistics.
“Lumi’s rise to the number one brand in their category is not surprising when you look at its veteran leadership team, who have all launched Chinese companies and grown them into successful major brands,” said David Chao, co-founder, general partner, DCM.
Established in 2007, Lumi (www.LumiLady.com) is a leading Nutri-Beauty brand in China. Lumi sells Nutri-Beauty products through online shops and direct sales channels. As the No.1 brand of anti-aging collagen products in China, Lumi has a wide range of product lines, including collagen, whitening, slimming and health. Yang Mi, the top actress in China, became Lumi spokesperson in 2011.
About Clearvue Partners
ClearVue Partners is a private equity fund focused on investments in the fast growing and dynamic consumer sector in the Greater China region, primarily in the food and beverage, consumer lifestyle, and consumer internet/mobile sub-sectors. ClearVue targets growth stage investments in fast growing and promising local companies, enable market entry for leading international consumer brands into China, and develop top tier brands and businesses. ClearVue team has a unique combination of investment and senior operations experience from the US and Greater China, with an advisory group of recognized business pioneers in the consumer industry.
About Fidelity Growth Partners Asia
Fidelity Growth Partners Asia (FGPA) is the Asian growth capital arm of FIL Limited, part of the Fidelity investment organization. FGPA invests in high-quality, high-growth companies in the Asian consumer, technology and healthcare sectors, focusing primarily on opportunities in China. FGPA has offices in Hong Kong, Beijing and Shanghai, and a successful track record of investing in leading companies in the region over the past 16 years. FGPA typically invests in a company at early or growth stage and devotes tremendous time and energy working with entrepreneurs to maximize their success. FGPA Portfolio companies in the past include: Alibaba, Hurray (NASDAQ: HRAY), AsiaInfo (NASDAQ: ASIA), Wuxi Pharmatech (NYSE: WX), iSoftStone (NYSE: ISS), Netqin (NYSE: NQ), Asia Renal Care and TCT Medical.
DCM is an early stage venture capital firm based in Silicon Valley, Beijing and Tokyo with more than $2 billion under management. DCM has investments in more than 140 technology companies across the United States and Asia and provides hands-on operational guidance and a global network of business and financial resources. DCM has backed industry-leading companies such as 51job, About.com, Clearwire, eDreams, Foundry Networks, Kabu.com, Sling Media, SMIC, and VanceInfo as well as upcoming startups such as Bill.com, Bridgelux, Happy Elements, PapayaMobile and Trion Worlds. Recent successes include China-based IPOs: Renren, BitAuto, DangDang, Luxin and VIPShop and US-based M&A and IPOs: Fortinet, PGP (Symantec) and Sandforce (LSI).
Since its establishment in 1990, JAFCO Asia has grown to become a leading brand in the venture capital industry in the Asia Pacific region. With more than US$750 million funds under management (US$1.2 billion cumulative), JAFCO Asia has registered entities in Singapore, Shanghai, Taipei, Seoul, and Beijing. To-date, JAFCO Asia has 110 successful IPO exit among its invested portfolio in the Asia Pacific region.
Capvent is a Private Equity house founded in 2000, offering both direct and funds exposure to private equity markets in Asia. Our headquarters are in Zurich, Switzerland and we operate an on the ground presence thanks to our network of 5 offices in Asia. Since inception, Capvent has evaluated and has invested over U.S.$1.25 billion into the private equity asset class all over the world. Unilever Corporate Ventures (UCV) is a strategic investor in Capvent. UCV, set up in 2002, has built up a strategic portfolio of direct investments as well as investments in independent funds and commenced expansion into emerging markets in 2011.