This episode I talk to the founders Sophy and Joanna, of La Terapia a Chinese premium haircare brand

We hear about their story – why they launched the brands and the pain points that were not met by products on the market.

The difference with Asian hair but that within Asia brands were still not meeting the need.

Two major trends in Chinese hair care are:

1️⃣ Premiumisation – this is still immature, but we are seeing more western brands entering the market

2️⃣Segmentation – shampoo sells 4x conditioner but apart from conditioner consumers are starting to buy masks, look a scalp care and styling products

What struggles do these founders have

• La Terapia is alone as a Chinese brand in the premium haircare space
• The overall market is still quite immature and dominated by L’Oreal’s Kerastase
• Building DTC brands in China is hard due to the ecosystem and the strength of the market places
• Internal struggle with putting themselves forward as founders – culturally this is not so accepted and can be seen as limiting if your brand is too associated with one person
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We talk about so many interesting topics. If you are a brand in or thinking about entering China or you are investing in Chinese brands LISTEN! And if you want to get in touch with the brand directly message them on Linkedin