Summer time Worldwide makes use of social media knowledge to launch new magnificence manufacturers • TechCrunch

Should you comply with #beautytok, #beautytube or any magnificence content material on social media platforms, you already know that in style product tendencies are laborious to maintain up with. Summer time Worldwide stays forward of the sport by figuring out probably the most influential content material creators, and dealing with them to incubate new manufacturers. Based in Singapore and primarily based in Los Angeles and South Korea, Summer time Worldwide introduced right this moment it has raised a $5 million seed spherical from buyers together with GDP Ventures, Teja Ventures, Gushcloud Worldwide and Singaporean angel buyers Koh Boon Hwee and Shirley Crystal Tan.

NYX founder and Bespoke Magnificence Manufacturers CEO Toni Ko can even be a part of Summer time Worldwide as a strategic investor. NYX was acquired by L’Oreal in 2014 for about $500 million.

Summer time Worldwide co-founder and CEO Xiaoski Kuik stated the corporate’s objective is to create an ecosystem to assist influencers and creators launch and promote magnificence manufacturers utilizing shopper knowledge and analytics. It operates in the US, South Korea, Singapore, the Philippines and Indonesia.

The corporate launched in 2018 together with Gushcloud Worldwide, an influencer advertising agency. Since then, Summer time Worldwide has incubated manufacturers like skincare line Child Face with Singaporean influencer Jamie Chua, who has over 1.2 million followers, and wellness manufacturers HANJAN, which launched in April at Coachella and just lately struck a partnership with singer Nicole Scherzinger.

Kuik advised TechCrunch that Summer time Worldwide seems for creators and influencers who’ve a powerful reference to their viewers primarily based on engagement charges, how energetic they’re a video-first platforms and whether or not they have a powerful localized group and international presence.

“Many occasions, creators search us out due to our attain and sources,” she stated. “We’ve got our personal provide chain and we’ve the ability to distribute manufacturers throughout Asia through our social commerce and reside distribution platforms. Our objective is to determine these prime influencers as founders of the next-gen magnificence, skincare and wellness manufacturers and to offer them with the entry and crucial sources they should break into the market.”

Different firms that additionally work with creators to launch manufacturers embrace Pietra and Forma Manufacturers. Ko stated Summer time Worldwide differentiates by proudly owning its personal distribution community and it additionally has a community of reside commerce and social commerce distributors, primarily micro influencers primarily based in Southeast Asia.

“It provides us the flexibility to know knowledge of what customers need and would purchase and this permits us to collaborate with creators to construct manufacturers in a extra cost-efficient method,” Kuik stated. Summer time Worldwide’s reside commerce distribution community helps it perceive what manufacturers and merchandise customers from totally different elements of Southeast Asia need to purchase. It additionally gives knowledge factors like pricing and demographics to create new manufacturers and market them.

Summer time Worldwide manufacturers are offered via a mixture of digital and offline channels, together with e-commerce platforms, social and reside commerce platforms and massive field shops. They’re additionally accessible on Summer time.retailer, the corporate’s proprietary social commerce community.