Known as the most successful D2C brand in Japan, Bulk Homme has received a new infusion of capital from the Chinese luxury beauty brand group USHOPAL.
WHO: Bulk Homme was founded in 2017 by Noguchi Takuya with a commitment to building the top men's skincare brand in the world focusing on the basics. The brand employs a minimalist approach to the category with science-based formulas. The brand is currently the fastest-growing men's skincare brand in Japan and has begun an international rollout.
Founded in 2017, USHOPAL is a brand acceleration group that partners and invests in the next generation of luxury brands in the beauty and wellness space. The group has successfully developed brands such as Chantecaille, Natura Bisse, and Juliette has a Gun. USHOPAL also owns the retail chain Bonnie&Clyde in China, the leading luxury multi-brand beauty retailer.
WHY: The new capital will fund international expansion while USHOPAL will be integral to the brand's operations and growth in the Chinese market.
IN THEIR OWN WORDS: "Our vision has always been to become the world No. 1 men skincare brand, and we are rapidly expanding our business on a global scale. The reason to choose USHOPAL as our shareholder is the strategic importance of the China market for Bulk Homme. We are committed to working with USHOPAL with their outstanding ability to enter the Chinese market for brands. We believe that USHOPAL will be a great partner in China and will contribute to Bulk Homme's success in China." Bulk Homme CEO Takuya Noguchi.
“We look at categories and brands at least two years ahead to assess the development of the market and fit for our portfolio," William Lau, a partner at USHOPAL, told Sixth Tone. "Men's skincare is an example where we began looking at the category in 2017 and expected it to pick up in 2020.”
- Bulk Homme received a strategic investment from USPHOPAL.
- In September 2020, the brand raised 1.5 billion yen (about $14.1 million) from Nissay Capital, Japanese department store chain Marui Group, Dimension (investment arm of Japanese consulting firm Dream Incubator), and Kiraboshi Capital. The amount raised also included debt financing from the Japan Finance Corporation and other financial institutions.
- The brand raised 500 million yen in December 2018 and 300 million yen in November 2017.
- In March 2021, USHOPAL completed a $100 million round of financing, bringing the total investment to $200 million.
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