Core Insights - Eutopia has acquired a minority stake in Insentials, a Belgian supplements brand focused on liver health and wellness, alongside other investors [1][2] - Insentials generated nearly 10 million euros in sales last year and is planning to expand into the French market [2][3] - The beauty supplements market is valued at $3.3 billion in 2024, with a projected compound annual growth rate of 9.6% from 2024 to 2034 [3] Company Overview - Insentials was founded in April 2021 by nutritionist Amandine De Paepe and offers a range of supplements, including vitamins and digestive immunity products [1][2] - The brand emphasizes scientific rigor in its formulations, using patented ingredients to ensure efficacy [2] - Insentials has a strong community of loyal customers and is currently self-funded [2] Market Position and Strategy - Insentials is primarily a direct-to-consumer brand, with a presence in approximately 260 retail locations, including pharmacies and aesthetic clinics [4] - The brand is set to officially launch in France in January, with ongoing selective events to build awareness [4][5] - A significant rebranding effort is underway to enhance Insentials' scientific credibility and premium positioning [5] Product Offering - Insentials promotes a three-step well-being routine that includes "smart vitamins" and liver support products [6] - Bestsellers include Detox Boost and GLH-2, with product prices ranging from 29 euros to 150 euros [7] Investment and Growth Potential - Eutopia aims to invest in more mature companies, targeting those with revenues between 5 million euros and 15 million euros, and sees growth potential in Insentials [9][10] - The investment is expected to facilitate Insentials' geographic expansion and market scaling [10]

Core Insights - The core viewpoint is that China's economic, demographic, and consumption patterns are undergoing more drastic changes than Japan's, with the potential for the fifth consumption era to emerge in China earlier than in Japan [1][2]. Economic and Demographic Changes - China's economic growth rate is twice that of Japan, and the aging process of its population may occur even faster [1][2]. - The rapid development of the internet economy and e-commerce is a significant factor driving these changes [1][2]. Consumption Era Framework - The author categorizes consumption changes in Japan into four eras: 1. "Emergence of the Middle Class" (1912-1937) 2. "Family-Centric" (1945-1974) 3. "Individual Expression" (1975-1997) 4. "Shared Values" (1998-2020) [2]. - The fifth consumption era is defined as occurring from 2021 to 2043, focusing on spiritual fulfillment and community belonging rather than mere material possession [3]. Core Concepts of the Fifth Consumption Era - The concept of Well-being is central to the fifth consumption era, with consumer behavior revolving around seven S's: 1. Slow 2. Small 3. Sociable 4. Soft 5. Sustainable 6. Sensuous 7. Solution of Social Problems [3]. Shifts in Consumer Values - New generation consumers are shifting their values from competition and success to personal quality of life and inner satisfaction [4]. - The consumption trends in Japan are breaking age and gender boundaries, with single-person households expected to double the number of core families by 2040 [4]. Lifestyle and Consumption Patterns - The evolution of consumer behavior is described as "home-individual-street," indicating a shift towards mobile living spaces and a preference for convenience [4][5]. - Young people are increasingly adopting a "flea market" lifestyle, valuing leisure and self-exploration over traditional work ethics [5]. Reflection on Consumption - The author emphasizes that true consumption is a slow-paced behavior, reflecting a return to traditional values where people seek intimacy and sustainability in their lives [6].