Estée Lauder made its first investment in a C-beauty brand, making a minority investment in the Chinese clean beauty brand Code Mint.
WHO: Code Mint was founded in 2021 by fashion blogger and reality star Grace Chow to make clean beauty a mainstream concept in China. After leveraging her 11 million+ fans on Weibo for collaborations with beauty brands, she launched her own brand. The range consists of face masks, foundations, lipsticks, eye shadow palettes, and cleansers positioned as toxin-free and sensitive skin–friendly. The brand sold out in one day when it launched on Weibo.
WHY: Recognizing the limitations of influencer brands and the nascent Chinese clean beauty market, Code Mint will leverage Estée Lauder’s R&D capabilities with the aim of becoming a category leader.
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