SuperOrdinary, a relatively lesser-known entity among average shoppers, is a company deeply ingrained in the beauty and skincare industry. It collaborates with renowned brands like Olaplex, Farmacy, and Biossance, to name a few. Based in Los Angeles, this startup operates behind the scenes, facilitating the expansion of American and European consumer brands on platforms like Amazon, spearheading social commerce, and venturing into the challenging Chinese market. SuperOrdinary recently made headlines by securing $58 million in Series B funding, valuing the company at $800 million. Investors in this funding round included notable names like Manzanita, Alliance Consumer Growth, Demira GateUpper90, and SuperOrdinary’s founder and CEO, Julian Reis.
Originating in Shanghai six years ago (with active offices in Shanghai and New York), SuperOrdinary began its journey by introducing international brands to China. Over time, its services have evolved to encompass global expansion for brand partners, management of Amazon accounts, brand protection, and creator monetization through social commerce.
SuperOrdinary anticipates achieving profitability within the next year, projecting a growth rate of over 50% and aiming to reach $350 million in revenue. The company has already demonstrated impressive growth, with a 30% annual increase in revenue over the past year and a threefold expansion of its engineering team. Notably, SuperOrdinary’s creator economy sector has witnessed a remarkable 15-fold growth since its acquisition of Fanfix, a platform for monetizing subscription content. The company currently boasts a workforce of 500 employees.
Before establishing SuperOrdinary in 2017, Julian Reis had a background in hedge funds and trading. Recognizing shifting market dynamics, Reis noticed a scarcity of Western brands in China, especially those from independent and emerging brands. Furthermore, he observed the burgeoning phenomenon of livestreaming and social commerce in China, which was yet to gain traction in the West.
SuperOrdinary’s initial success story involved bringing Farmacy to China, transforming it into one of the top cross-border brands within a few years before its acquisition by Procter and Gamble in 2021. The company excels in helping brands navigate complex regulatory requirements in China, including product testing. However, SuperOrdinary’s real expertise lies in developing bespoke go-to-market strategies for brands, which often necessitate localized marketing, partnerships with key opinion leaders, and leveraging livestreaming platforms.
With the recent funding infusion, SuperOrdinary is set to expand its capabilities in the United States, particularly in areas like livestreaming and creator-led e-commerce. The company is open to partnering with consumer packaged goods (CPG) brands in various sectors, including beauty, skincare, home, pet, and electronics. Its sales channels encompass direct-to-consumer, major marketplaces like Amazon and Tmall, and established retailers such as Sephora and Ulta. SuperOrdinary primarily manages its brand partners’ businesses in China and, to some extent, on platforms like Amazon in the U.S.
SuperOrdinary tailors individualized go-to-market strategies for brands when entering new markets, acknowledging the distinct nuances of each region. For instance, the strategies applied in China vastly differ from those in the U.S., necessitating a deep understanding of local consumers and preferences.
A notable aspect of SuperOrdinary’s approach is its acquisition of inventory from brands that sell on Amazon, offering immediate benefits to its partners. The company provides a range of services, including demand planning, advertising, brand protection, and customer service. Its brand protection services employ advanced technology to identify and combat unauthorized sellers.
SuperOrdinary’s global reach extends beyond China and the U.S., with operations spanning Europe through Amazon. The company capitalizes on its extensive network of creators to connect with consumers worldwide, leveraging data to identify ideal brand-consumer matches.
In terms of competition, SuperOrdinary stands out due to its unique global scale and comprehensive services. While local competitors focus on scaling brands within specific marketplaces, SuperOrdinary’s size enables it to reduce customer acquisition costs by working closely with creators and utilizing their content to attract cost-effective traffic.
SuperOrdinary plans to allocate part of its funding to enhance its data and digital capabilities. Its strategy revolves around targeting the platforms where consumers are most active, providing brands with expertise in the realm of social commerce. Whether it’s Snapchat or TikTok, SuperOrdinary is committed to leveraging its knowledge and experience to help brands flourish in the evolving landscape of digital commerce.
