Chinese beauty conglomerate Botanee made a strategic minority investment in BATHFEEL.WHO: Founded in 2015, BATHFEEL is a Chinese bath and body brand focused on the skinification of bodycare. With a focus on cultural heritage and innovation, the product formulas incorporate Chinese botanicals like red pine nut oil and aromatheraphy to deliver both skincare and emotional well-being. Founded in 2010, Botanee is a leading Chinese functional skincare conglomerate known for its multi-brand strategy. The company made its mark on the beauty industry with its leading brand Winona recognized for its sensitive skin products based on plants native to Yunnan. The group's portfolio is as diverse as it is impressive, with beloved brands like Winona, Winona Baby, AOXMED, Beforteen, Pure&Mild, and ZA.WHY: The investment in BATHFEEL is part of Botanee’s strategy to expand its presence in the personal care segment. Botanee will support the brand in areas such as plant-based ingredient research and supply chain resources, enhancing product innovation and market reach. IN THEIR OWN WORDS: “The strategic investment in Changsha BATHFEEL is primarily based on the resource complementarity in the personal care segment and the alignment in user value creation,” Botanee said in a statement.Li Li, founder of BATHFEEL, said, “Our initial contact with Botanee began in 2023, and we ultimately chose them as a partner due to our shared focus on creating long-term consumer value and conducting forward-looking research. Although Botanee has become our second-largest shareholder, BATHFEEL will maintain independent development.