36氪首发｜主张无感化面部理容，男士美妆品牌「GREENLAB绿所」完成近千万元Pre-A轮融资

Core Insights - GREENLAB has completed nearly 10 million yuan in Pre-A financing, led by Hexiang Venture Capital, to support product development and brand building [1] - The brand targets the "effortless grooming" needs of male consumers, aiming to become the top choice in the male beauty market [1][3] - Despite a general decline in cosmetic retail sales, the male beauty market is projected to grow at approximately 6.4% in 2024 [3] Company Overview - GREENLAB was established in 2023 and launched its first product in June 2024, focusing on "effortless facial grooming" for men [1][3] - The brand's flagship product, "Original Repair Cream," has become a key item, achieving significant sales shortly after launch [1][11] - The founder, William, has a background in Deloitte and Tencent, which informs the brand's market strategy [3] Market Positioning - The brand aims to redefine male beauty by addressing misconceptions and providing products that meet genuine consumer needs [5][6] - Initial product offerings included a cleansing foam and an anti-inflammatory essence, tailored to specific male grooming scenarios [3][4] - The brand's positioning has shifted towards male makeup, responding to market demands and consumer feedback [4] Product Strategy - The "effortless" concept is central to GREENLAB's product design, emphasizing ease of use and minimalistic packaging [7][9] - The "Original Repair Cream" is designed to provide a natural look with strong coverage, appealing to the "effortless" lifestyle of modern consumers [10][11] - The brand has observed a high repurchase rate among male consumers, indicating strong brand loyalty [13] Future Plans - GREENLAB plans to expand its product line with variations of the "Repair Cream" for different scenarios and conditions [14] - The brand is preparing to enter the offline market to enhance consumer engagement and brand expression [14][16] - Ongoing user research and market insights will guide the brand's development and marketing strategies [16] Investment Perspective - Hexiang Venture Capital recognizes GREENLAB's unique value in the male beauty sector and its innovative approach to product development [16]