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L'Oréal's China Fund Makes Inaugural Investment in Fragrance Brand Documents

September 12, 2022
September 12, 2022
Documents

Niche Chinese fragrance brand Documents closed a Series A round of funding, with L'Oréal's Shanghai Meicifang Investment taking a minority stake.

WHO: Founded in 2021 by former Nudake China Chief Executive Officer Zhaoran Meng, luxury fragrance brand Documents is known for its edgy retail design and agile content marketing. Its scents feature Chinese ingredients like star anise, mugwood, yulan magnolia, and walnut, and range in price from $122 to $253. The brand operates two stores in Shanghai and one shop at Beijing's popular SKP-S shopping mall.

WHY: The funding will be used for talent acquisition, product development, business operations, global expansion, and becoming "an international brand."

IN THEIR OWN WORDS: Speaking to local media, Fabrice Megarbane, President of L'Oréal North Asia and CEO of L'Oréal China, said, "Documents is not only an emerging pioneer in the Chinese high-end personalized beauty market, but also a Chinese fragrance brand popular among young Chinese shoppers for its signature oriental aesthetics."

DETAILS:

  • Documents closed a $1.4 million Series A investment round led by Cathay Capital's Consumer Co-Creation Fund with participation by L'Oréal's China Fund, Shanghai Meicifang Investment.
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