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SuperOrdinary Receives Alliance Consumer Growth Investment

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SuperOrdinary is creating a global brand family of millennial and Gen Z brands including The Ordinary, Farmacy, Supergoop, Drunk Elephant, OUAI Haircare, and Milk Makeup. Photo: Deciem The Abnormal Beauty Company's Facebook.

SuperOrdinary, a partner for rising beauty companies entering the Chinese market, and Alliance Consumer Growth (ACG), a consumer-focused growth equity firm, has announced that ACG has completed a minority equity investment in SuperOrdinary.

Related: Glosslab Raises More Than $3 Million in Funding

This investment will enable SuperOrdinary to accelerate the growth of its portfolio of global beauty brands in the Chinese market, and explore additional adjacencies where the company can provide stewardship for brands to succeed outside of its domestic markets.

Founded in 2018, SuperOrdinary is a brand management and distribution company, working with beauty brands to establish and scale their businesses in China via cross-border and domestic channels.

SuperOrdinary's founder, Julian Reis leads 185 employees native to China with years of experience working with beauty companies in the Chinese market.

Julian Steinberg, managing partner at ACG, said, "When brands look to select a partner for the Chinese market, it's critical to find a group that understands the market intricately, and that has strong brand-building DNA. Julian Reis and the SuperOrdinary team have established themselves as the leading partner high-growth beauty brands can trust to adapt their brand for success in the Chinese market."  

SuperOrdinary founder Julian Reis said, "We are thrilled to partner with the ACG team, whose expertise in the beauty market and point of view on rising star beauty brands will be instrumental in our continued success."