Lei Jun shot again, pitching the track you may not have imagined.

The investment community has learned that beauty care brand inFace has just announced that it has received tens of millions of yuan in Pre-A round financing, funded bymilletGroup, Shun leads the investment for capital. Surprisingly, this is Xiaomi's third beauty hardware company this year, after investing in Cosmi, which produces hair caps, and oxyfen, which launches facial washers.

At this point, Xiaomi's beauty instrument layout is gradually formed, covering facial cleansing, anti-aging, compactness, acne, skin cleansing, hair removal and many other categories. Lei Jun, who is good at doing hardware, finally found a way to earn girls' money.

Beauty instrument, this humble track is popular, VC/PE poured in: just this month, beauty beauty brand Fimo received exclusive investment from IDG Capital, which is the third round of financing since its establishment; cutting-edge brand BIOLAB also completed a new round of financing led by Tiantu Investment this year. More and more domestic online celebrity beauty brands are being born to seize this profiteering market.

Beauty is an eternal cause, and hundreds of millions of beauty-loving women in China are creating myths of creating wealth one by one. In the words of VC, this is a tuyere that will never disappear, and the next hot spot will always be born.

Lei Jun did it again.A few days ago, I put in a beauty salon.

Lei Jun quietly invested in a beauty instrument company.

This stems from a piece of financing news-- on July 16, beauty care brand inFace recently received tens of millions of yuan in Pre-A round financing, led by Xiaomi Group and Shunwei Capital, the last round of investor core capital and additional investment by strategic partners. It is reported that inFace is still actively preparing for the next round of financing.

What is the origin of inFace? Founded in 2017, inFace is a personal household beauty care brand owned by Mi Gu Smart, a company of Xiaomi ecological chain. Since its establishment, the company has provided users with cleaning, nursing, anti-aging series of household beauty equipment and family beauty care overall solutions, the main products are facial cleanser, blackhead instrument, straight curl comb and small bubble coruscator and so on.

Behind this company engaged in the cause of beauty is a male founder-Xiao Yin. After graduating from Harbin normal University, Xiao Yin first worked step by step in an education company in Beijing. After that, he joined the semiconductor company Hangzhou Hongxing Electronics Co., Ltd., as the post of sales director. As a senior executive of Hongxing Electronics, he was mainly responsible for company strategy development, team building and project management, and made a group of like-minded friends in the field of electronic manufacturing.

As long as he has time, Xiao Yin gets together with his friends to study entrepreneurship. Wireless charging, universal remote control. Have been included in their business plans, but have not been able to finalize the final direction. A business trip in the United States, so that Xiao Yin found the target-a beauty care instrument. At that time, he happened to see a brush cleanser that cost only a few hundred yuan and bought a few thousand yuan. "although beauty care products have a certain brand premium profit, but it is not so exaggerated." Xiao Yin shared his surprising discovery.

In 2017, Xiao Yin came to Shenzhen, where the supply chain is relatively concentrated, to start a business. In its first year of business, Migu Intelligence had no products, no revenue and only 4 members; after nearly a year of research and development and polishing, Mi Gu's first beauty care product-inFace Acoustic Ion facial Cleanser-launched Xiaomi crowdfunding in January 2018. In just two weeks, the number of people supporting this product is as high as 13000, the crowdfunding amount is 3.4145 million yuan, and the success rate is more than 600%. It has become a popular crowdfunding style for Xiaomi.

After the victory in the first battle, Xiao Yin began to think about which direction the next product should go. To this end, he also specially went to a dermatologist to understand the causes of skin problems. "only when I really entered the industry did I know that there was so much fastidiousness in the skin." As a result, Xiao Yin continued to immerse himself in product design and technology with his team.

In the following two years, Millet Intelligence successively launched inFace acoustic cleanser, inFace gold beauty stick, inFace blackhead instrument and other products. Among them, inFace blackhead instrument online sales of more than 10 million, has been recognized by more than 110000 people, and has become a new generation of online celebrity products.

In the four years since its establishment, Migu's intelligent product line includes hair products such as straight hair combs, hair removal instruments, skin products such as cleansers, and anti-aging products such as radio frequency meters and eye beauty instruments. In this year's 618 event, inFace straight hair comb ranked first in the styling comb / ion comb / electric comb trading list.

As you may not imagine, another track is hot:VC/PE queued for admission

Beauty instrument, this seemingly small track is giving birth to a stroke of financing. You may not know that inFace is the third beauty instrument company invested by Lei Jun this year.

In January this year, COSBEAUTY Cosmi, a brand focused on medical-grade household health consumer goods, announced the completion of nearly 100 million yuan in financing for the B+ round, led by Xiaomi, and followed by Shun as the source of capital and trust. As early as 2017, Shenzhen Venture Capital led the company's round B financing of nearly 100 million yuan. Cosmi is also a developer specializing in the development of electronic products for women's beauty and health, founded in May 2013. At present, the company's representative products are hair cap, ultrasonic ion beauty instrument, hair removal instrument, skin detector and so on.

Not long ago, Ningbo Qingmei Electrical Appliance Technology Co., Ltd., founded in 2019, received strategic financing from Xiaomi Group, but the specific amount of investment has not been disclosed. According to the official website, the company's main brand is Oxyfen, which focuses on the field of water purification, and its product is mainly a skin-nourishing and face-washing softener.

In fact, Xiaomi Group and Shunwei Capital began to lay out the field of beauty equipment as early as 2017. In November 2017, AMIRO, a photovoltaic beauty brand, received 10 million-level Pre-A financing led by Xiaomi and Shunwei Capital, after ZhenFund and TaiFirebird jointly participated in its angel round financing. In July 2015, Wang Nianou, who graduated from the School of computer Science of Zhejiang University and majored in industrial design, founded the brand.

In the first few years, the team has been conquering the core light source technology and released several high-definition sunglasses at medium and high prices. In the following years, the team successively expanded the red light wave depilation instrument of the beauty line and the "time machine" radio frequency beauty machine of the beauty line.

At the end of last year, AMIRO officials announced a 100 million yuan round of financing. This financing, not only the old shareholder Shunwei Capital continues to follow, but also Dachen Caizhi, Honghui Capital, Celtic Asia, Oniu Capital and other investment institutions.

This track will emerge in VC/PE in 2021. In March, Light Medical and Beauty skin care brand BIOLAB completed 10 million-level Pre-A round financing, led by Tiantu Investment, and Baojie will innovate consumer funds to follow. Prior to this, Lingyan received angel round investment from the Baojie Innovation Consumer Fund. Positioning light medical beauty skin care brand, BIOLAB listening and research product line is mainly divided into light medical beauty technology skin care products aimed at household scenes, such as household water light oxygen injector, freeze-dried essence, etc., as well as daily functional products such as repair mask, cleaning gel and so on.

In July, IDG Capital invested exclusively in Fimo, a beauty instrument brand. Behind the startup is Spark Cui, a post-80s designer. In 2005, he entered Jiangnan University to study industrial design. Two years later, he was admitted to Ernhofen University of Technology in the Netherlands, where he majored in industrial design. After returning to China, Spark Cui chose to enter the Philips Institute for further study, responsible for advanced research and development. During this period, his products have won many international industrial design awards such as red dots.

In 2017, Spark Cui joined handsMicrosoftDr. Martijn ten Bh ö mer, a research institute, co-founded Fairmo. Since its establishment in 2017, Fimo has launched a variety of beauty and skin care products, such as facial cleanser, water light meter, water light essence, skin care and so on. Its hot-selling star Fimo household water light beauty instrument has become the single sales Top1 of Tmall water light instrument in 2020.

From Lei Jun to domestic VC/PE, they are all investing in this small beauty equipment.

Why is the beauty instrument so popular?The Z generation props up the myths of beauty and wealth one by one.

When the Z generation began to "resist the early aging", wealth myths were born one by one.

Consumers of post-90s and post-00s have begun to combine beauty equipment, medical beauty, health products, exercise and fitness in a fancy way to resist the anxiety and unease caused by "aging", according to the Chinese Social newcomer consumption report.

At present, China's beauty instrument market is growing rapidly. Although consumers' purchasing power was affected by the epidemic in the first quarter of 2020, the cosmetic equipment market grew rapidly again after returning to normal, according to a report released by market research company Mintel in November 2020. Mintel expects total sales of beauty instruments in China to grow by 21% year on year to 11.5 billion yuan in 2020.

The "2020 online consumption Insight report on Household Beauty Appliances" jointly released by CBNData and Tmall International shows a data that further illustrates this point: 30% of the typical consumers of home beauty devices choose to buy beauty machines, upgrade their equipment, and enjoy the pleasure of lying down at home.

This year, the medical and beauty sector has continued to soar for three months, and the three major leaders in the upper reaches of the industrial chain-- Emick, Hao Hai Sheng Ke, and Huaxi Biology-- have increased by 81%, 104% and 72% respectively. Even more and more listed companies in the secondary market have begun to affix the concept label of medical beauty, with the trend of soaring stock prices.

In the medical and beauty industry, the profiteering of hyaluronic acid is well known, and recently, the trend of eating hyaluronic acid is on the rise. On January 7 this year, the National Health Commission issued a notice saying that all players were moved by the approval of sodium hyaluronate as a new food additive, and Huaxi Biology soon launched the first hyaluronic acid drinking water brand "Shuiji Spring". All kinds of food companies and health products companies are also taking action. Such as Hankou No.2 Factory launched hyaluronic acid bubble water "Hashui", nourishing food brand WonderLab listed the first oral hyaluronic acid fudge.

In addition to the beauty instrument, in 2021, the financing of skin care and make-up is even faster. According to incomplete statistics, in the first half of this year alone, there were more than 45 financing for beauty makeup and care products. VC/PE, such as Sequoia Capital China, Hillhouse Venture Capital, IDG Capital, Coatue, Wuyuan Capital, CPE Yuanfeng, Tiantu Investment, Source Capital, Hony Venture Capital, Qingliu Capital, Innovation works, ZhenFund and so on, joined the Bureau one after another.Tencent, byte beat,bilibiliWaiting for a recharge.

In January this year, Ximuyuan completed tens of millions of yuan of round B financing, investors Coatue, Hony Venture Capital, this is its sixth round of financing in more than a year, the degree of popularity can be imagined. Ximuyuan was founded in 2019, and previous investors include ZhenFund, Xuehu Capital and so on.

Of course, men's skin care brands have also completed three rounds of financing this year. In January this year, they completed round B financing of 150 million yuan from M31 Capital, Wuyuan Capital, SIG and Tiger. Three months later, the B + round was worth 300 million yuan. New shareholders include bilibili and Red Dot China. Just this month, bilibili added more money. And its frequent easy, but also led to the entire men's skin care investment tide, such as Tabula Rasa, blue and so on.

This is the product of the vigorous appearance economy at present. With 2020Perfect diarySuccessful IPO, individual beauty makeup of the rise of domestic products one by one, in this huge market, everyone is wearing scope, is carefully looking for the next perfect diary.