
Weekly digest - Jun 15 2022

By the Numbers
AVCJ RESEARCH
BEAUTY PARADE
India-focused beauty e-commerce platform Purplle has closed three funding rounds in the past 15 months, with its valuation rising from USD 330m to USD 630m to USD 1.1bn. The most recent round, announced last week , saw Korea’s Parmark Ventures came in as a new investor, while there were re-ups from the likes of Premji Invest, Blume Ventures, and Kedaara Capital.
It underlines the fundamental appeal of the segment within the direct-to-consumer (D2C) space, where marketplaces are leveraging their data and product knowledge to develop private label brands that resonate with locals. Establishing offline distribution and expanding product portfolios by acquiring smaller brands are consistent themes. Seven leading players have raised nearly USD 900m between them since the start of 2020, according to AVCJ Research. Purplle and My Glamm Group account for more than half, with smaller contributions from Mamaearth, Sugar Cosmetics, Plum, mCaffeine, and Nykaa. The latter relied sparingly on external funding until not long before its INR 53.5bn (USD 719m) domestic IPO last November. To some, rapid fundraising by market leaders has served to push up customer acquisition costs, making beauty and personal care less attractive. Venturi Partners, an India and Southeast Asia specialist consumer investor, has scoured the D2C space for opportunities and found little compelling. D2C still accounts for a small portion of e-commerce, which is in turn responsible for less than 10% of overall retail activity. “D2C doesn’t change the fundamentals of any product or service – customers come back if they see real value,” Nicholas Cator, a managing partner at Venturi, told AVCJ last month. “But at some stage, these companies will have to go offline and that involves a different mindset: working with retailers, going through modern trade and general trade, being on the shelf. That’s how you get to the next stage of growth.” ![]() All of the trends featured here were sourced from AVCJ's proprietary database, AVCJ Research, featuring comprehensive information on private equity deals, fundraises and exits.
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