L’Oreal Invests Chinese High-end Fragrance Brand DOCUMENTS

L’Oreal’s first investment company in China Meicifang funded a Chinese local fragrance brand DOCUMENTS.

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On September 9, Shanghai Meicifang Investment Limited Company(hereinafter referred to as Meicifang) announced a minority investment in DOCUMENTS, a Chinese local high-end perfume and fragrance brand in China, at the 2022 Global New Arrival Season of the Shanghai Wuwu Shopping Festival.

Established by L'Oréal in May 2022, Meicifang is the first L'Oréal Group investment company established in a single market other than its headquarters. This investment is the first venture capital investment in China for Meicifang and is backed by BOLD (Business Opportunities for L'Oréal Development), the L'Oréal Group's world-renowned strategic innovation venture capital fund. This groundbreaking move further confirms the importance of the Chinese market in L'Oréal's global footprint and highlights the important strategic deployment of Chinese beauty brands in the future investments of Beauty Square.

Fabrice Megarbane, President North Asia Zone & CEO L'Oréal China, states that the establishment of Meicifang is another milestone initiative for L'Oréal, reflecting the Group's confidence in the increasingly optimized business environment in China as well as its long-term confidence in the development prospects of the entire Chinese market and Chinese beauty brands. DOCUMENTS is not only an emerging pioneering force in China's high-end personalized beauty market, but also the new Chinese fragrance and oriental aesthetic philosophy behind it is widely loved by young people. L’Oreal is very excited to start this partnership.

At the same time, Fabrice also said that in addition to investing in promising Chinese beauty brands in the future, Meicifang will also be involved in innovative projects in areas such as new digital consumer experience, advanced supply chain technology and future science.

Born in 2021, DOCUMENTS is dedicated to developing products that use ingredients produced in or from China. Currently, DOCUMENTS' main customer group is the high-consumption-minded Generation Z, who focus on self-selection and artistic expression.

At present, DOCUMENTS has launched the first season of HUMAN series, the second season of FREE series and the third season of LOST series. LOST" series of 15 scents. In addition to the investment in DOCUMENTS, Consumer Co-Creation Fund, established by L'Oréal and Cathay Capital, also invested in the brand.