French DIY beauty brand WAAM raises another 35 million！

Recently, the French natural DIY beauty brand WAAM Cosmetics announced that it has completed a financing of 5 million euros (about 35.42 million yuan), which is the second round of financing since the brand was founded. It is reported that this round of financing funds will be used for its Magic Powder line of hygiene products and other product development.

WAAM is a natural beauty brand founded by Dieynaba Ndoye in 2016. It focuses on DIY, allowing consumers to use the raw materials provided by the brand to make their own skin care products. To provide consumers with more choice, WAAM sources a variety of natural raw materials from around the world, including plant-based oils, toilet waters, essential oils, clays and natural active ingredients, as well as tools and accessories for blending formulations.

WAAM’s official website shows that its products contain a variety of combinable ingredients, such as grapefruit shea butter, coconut oil, grapeseed oil, carrot oil, organic aloe vera gel, lemon blossom water, damask rose water, cleansing gel base, moisturizing Milk base, etc., as well as various DIY tools and containers, the price ranges from 35-115 yuan. Consumers can freely configure products according to more than 200 formulas provided by WAAM, including day cream, shampoo, toothpaste, essence, lip balm and other products, and WAAM will also provide some fixed formulas for customers to choose.

In terms of channel layout, WAAM products are mainly sold online, but they have also been gradually expanded to physical sales channels. Cooperative retailers include Di Beauty & Care and French supermarket chain Monoprix. Currently, there are more than 700 points of sale around the world. It has not yet entered the Chinese market.

On the other hand, based on a multicultural beauty concept, WAAM’s product ingredients are certified organic and vegan, and the packaging is also made of recycled materials. The brand’s latest Magic Powder series was launched on June 15, featuring 100% natural active ingredients. The products are various powders that turn into foam when exposed to water, including toothpaste powder, shower powder, powder shampoo, and powder face wash. Milk. WAAM says the range contains sage and natural powder ingredients to gently cleanse skin and hair. WAAM believes that the innovation can reduce shipping and packaging costs even more.

Founder Dieynaba Ndoye said the financing will allow WAAM to continue its virtuous product development process and accelerate the brand’s growth in France and abroad by strengthening its product and team.