Group 1 - GREENLAB recently completed nearly 10 million yuan Pre-A round financing exclusively invested by Hexiang Venture Capital [2] - The company, founded in 2023 in Shenzhen, focuses on "seamless facial grooming" targeting "refined lazy" men, and has launched the "original repair cream" category, achieving the top market share in men's makeup within a year [3] - The funds from this round will be used for iterative development of the repair cream series, flexible upgrades of the supply chain, and replication of offline experience cabins, with a focus on expanding into specific segments such as walking and business [4] Group 2 - Hexiang Venture Capital's founder Yang Mengheng stated that the penetration rate of men's beauty products is still low, and GREENLAB effectively addresses the "trouble-free" pain point with its innovative repair cream, establishing category standards [5] - Wang Shuai, founder of Shangdao Venture Capital Network, noted that recent government encouragement for innovation in beauty raw materials and subsidies for live commerce and flagship stores highlight the market's preference for "specific scenarios + strong repurchase" models [6]

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]

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]