Participated · Series B · Oct 2012

Founded in 2007, Lumi positions itself as the leading Nutri-Beauty brand in China with a portfolio that spans collagen, whitening, slimming and general health products. Its flagship collagen drinks are the top sellers in major Chinese retailers such as Watson’s, TMall, Taobao and 360Buy, and the brand is endorsed by popular actress Yang Mi. Lumi distributes through a combination of online shops and physical outlets in department stores like Parkson and Intime Group, targeting sophisticated, affluent female consumers seeking natural, nutrient-rich beauty solutions. The company plans to use new capital to deepen branding efforts, expand product lines and distribution channels, and enhance customer service as it eyes leadership “throughout China and beyond.” Management believes rising consumer interest in nutritional beauty and a $24 billion domestic health-and-beauty market growing roughly 20 percent annually provide significant tailwinds. Lumi’s veteran leadership team, which includes founders with prior success scaling Chinese brands, underpins its rapid ascent to the No. 1 position in anti-aging collagen products. Although revenue figures were not disclosed, investors cite the company’s “explosive growth” potential and market-leading status as key attractions.