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“We are keeping our 100% digital growth model”, Ning Li, Typology



With one product bought on-line each 10 seconds and a three-digit annual development, Typology managed to construct itself a snug place on the French magnificence market, in simply 4 years. The DNVB now counts 50 staff and is marketed within the UK, in Germany, and within the US – since late 2022.

No shops, stable international targets

After the MyFab and profitable experiences in furnishings and ornament on-line promoting, Ning Li continued to maneuver ahead, by creating Typology as a magnificence pure participant from the very begin. And he’s profitable once more: he claims the corporate is now the most important on-line promoting skincare model in France.

We sell more products than Sephora and Yves Rocher in this niche”, he provides.

Given the nonetheless low on-line gross sales penetration on the worldwide cosmetics market, the model believes it has an enormous development potential and isn’t contemplating broadening its distribution community to bodily retail.

There will not be any physical stores in the near future. Being online only helps keep our communication and margins under control. The direct-to-consumer model is the best way to create a brand, because we manage the customer experience more easily”, explains Ning Li.

It additionally permits for a extra versatile entry to the worldwide market. Aside from France, Typology is current within the UK, in Germany, and in addition within the US, the place merchandise have been marketed for six months on specialised web sites.

Things are going very fast in the US. It became our second market, after France, in only a few months. We also have projects in other countries, in Asia and Europe”, provides the Director.

Launches at a gradual tempo

The skincare-oriented model counts greater than 100 merchandise centered on totally different pores and skin issues, with brief, pure, and even natural, high-performance formulation, and excessive energetic concentrations.

Our philosophy consists in investing in the products rather than marketing, and I think we have the strictest ingredient blacklist on the market”, claims Ning Li.

If manufacturing is carried out in partnership with third-party producers, the R&D laboratory is built-in to the construction and continually tries to innovate, with about 30 new merchandise per yr.

Innovation and agility are clearly the model’s primary development drivers, and Typology by no means hesitates to discover daring ideas and alter instructions, if want be. It goals to fulfill its clients’ need for efficacy.

From this standpoint, our D2C model is an advantage. Since we do not need to pay for distributors, we can offer very high concentrations in actives, most of which are the highest on the market. But the notion of efficacy is subjective, since it depends on each skin. So, we developed a very detailed skin diagnosis to offer targeted product recommendations”, Ning Li explains.

Most packs are comprised of aluminium or glass, so they’re recyclable, and plastic – recycled and monomaterial – is reserved for the most important containers.

New CBD-based and solar ranges

Typology has lately launched a brand new vary of merchandise extremely concentrated in CBD to strengthen the pores and skin barrier and cut back irritation in delicate skins. Plantes 1007 and Plantes 4006, an evening oil mixed with six botanical extracts with anti-inflammatory and antioxidant properties to assuage the pores and skin and soften all sorts of redness, and a Masks-Salve with Squalane and 240 mg CBD. These fragrance-free, preservative-free, essential-oil-free merchandise are made with 100% of components of pure origin and Cosmos-Pure-certified.

Two new solar references can even be launched earlier than summer season, in addition to an antioxidant capsule assortment composed of a masks, a serum-oil, and a day cream.

Different developments are anticipated, specifically in segments near dermocosmetics, the place Typology considers itself completely respectable.

I want Typology to be a beautiful brand with a long-lasting philosophy that is respected in as many countries as possible”, concludes Ning-Li.

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