36氪首发｜定位无感化面部理容，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 a 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] Market Positioning - The brand aims to address the misconception that male grooming is superficial, promoting a more nuanced understanding of male beauty needs [5][6] - GREENLAB's products are designed to be easy to use and have a low sensory impact, appealing to men who prefer convenience [6][10] Product Development - The brand's product line includes items like "Huzhizi Micro-Acid Layered Cleansing Foam" and "Lingzhi Hyaluronic Acid Essence," targeting specific male grooming needs [3][4] - The "Original Repair Cream" differentiates itself from traditional makeup products by offering a lightweight formula with strong coverage, aligning with the brand's "effortless" philosophy [10][11] Consumer Insights - Initial user research indicated that many male consumers prioritize convenience and ease of use in grooming products [6][10] - The brand has observed a high repurchase rate among male users, exceeding 30%, indicating strong brand loyalty [13] Marketing Strategy - GREENLAB employs a unique marketing approach by creating low-pressure environments for consumers to experience products, such as small, private testing spaces [9][10] - The brand's visual identity and product packaging emphasize simplicity and naturalness, aligning with its core values of "effortless" and "grooming" [7][19] Future Plans - GREENLAB plans to expand its product line with variations of the "Repair Cream" tailored for different scenarios, while also considering skincare and fragrance lines in the long term [14] - The brand is preparing to enter offline retail to enhance consumer engagement and gather direct market insights [15][17]