Made.com Founder Ning Li has launched a direct-to-consumer cosmetics brand, dubbed Typology, according to a report published by Tech Crunch, having secured US$10 million in funding from a seed round.
“We want to challenge FMCG brands with a digital pure player,” Li told Tech Crunch. “I spent all my career working in e-commerce. I’ve seen a lot of industries move from offline to online. But some industries, such as cosmetics, food and do-it-yourself, have been migrating to online channels more slowly.”
Typology will sell vegan, cruelty-free cosmetics and skin care products and is determined to be counted among the big guns – rather than become ‘another indie player’. The company has ambitious plans for up to 10 sub-brands – all developed in house, although it is launching with three: Raw (a DIY single-ingredient concept); Lab, a range of serums; and Ten, a skin care line with each product composed of less than 10 ingredients.
The brand will launch in France, before rolling out to other European countries in the near future.