For those who observe #beautytok, #beautytube or any magnificence content material on social media platforms, you understand that common product tendencies are exhausting to maintain up with. Summer season Worldwide stays forward of the sport by figuring out essentially the most influential content material creators, and dealing with them to incubate new manufacturers. Based in Singapore and based mostly in Los Angeles and South Korea, Summer season Worldwide introduced right this moment it has raised a $5 million seed spherical from buyers together with GDP Ventures, Teja Ventures, Gushcloud Worldwide and Singaporean angel buyers Koh Boon Hwee and Shirley Crystal Tan.
NYX founder and Bespoke Magnificence Manufacturers CEO Toni Ko may even be part of Summer season Worldwide as a strategic investor. NYX was acquired by L’Oreal in 2014 for about $500 million.
Summer season Worldwide co-founder and CEO Xiaoski Kuik mentioned the corporate’s aim is to create an ecosystem to assist influencers and creators launch and promote magnificence manufacturers utilizing client information and analytics. It operates in the USA, South Korea, Singapore, the Philippines and Indonesia.
The corporate launched in 2018 together with Gushcloud Worldwide, an influencer advertising and marketing agency. Since then, Summer season Worldwide has incubated manufacturers like skincare line Child Face with Singaporean influencer Jamie Chua, who has over 1.2 million followers, and wellness manufacturers HANJAN, which launched in April at Coachella and lately struck a partnership with singer Nicole Scherzinger.
Kuik informed TechCrunch that Summer season Worldwide seems for creators and influencers who’ve a powerful reference to their viewers based mostly on engagement charges, how lively they’re a video-first platforms and whether or not they have a powerful localized neighborhood and international presence.
“Many instances, creators search us out due to our attain and assets,” she mentioned. “We’ve got our personal provide chain and we have now the facility to distribute manufacturers throughout Asia through our social commerce and dwell distribution platforms. Our aim is to ascertain these prime influencers as founders of the next-gen magnificence, skincare and wellness manufacturers and to supply them with the entry and essential assets they should break into the market.”
Different corporations that additionally work with creators to launch manufacturers embody Pietra and Forma Manufacturers. Ko mentioned Summer season Worldwide differentiates by proudly owning its personal distribution community and it additionally has a community of dwell commerce and social commerce distributors, primarily micro influencers based mostly in Southeast Asia.
“It provides us the flexibility to grasp information of what customers need and would purchase and this permits us to collaborate with creators to construct manufacturers in a extra cost-efficient method,” Kuik mentioned. Summer season Worldwide’s dwell commerce distribution community helps it perceive what manufacturers and merchandise customers from totally different elements of Southeast Asia wish to purchase. It additionally gives information factors like pricing and demographics to create new manufacturers and market them.
Summer season Worldwide manufacturers are bought by way of a mixture of digital and offline channels, together with e-commerce platforms, social and dwell commerce platforms and massive field shops. They’re additionally obtainable on Summer season.retailer, the corporate’s proprietary social commerce community.
