By ZHU Yonglin

Super Ordinary, a brand management company, originally founded in Shanghai and now headquartered in Los Angeles, has secured a Series B funding round, raising a US$58 million (420 million yuan).

While Super Ordinary may not be a household name, it has played a pivotal role in introducing makeup brands like the Ordinary, Drunk Elephant and Farmacy into the Chinese market.

Super Ordinary primarily serves fast-moving consumer goods (FMCG) companies that earn over US$10 million per year in the United States. The company's strategy involves collaborating with Chinese cosmetics influencers and livestreamers to establish brand recognition, offering foreign brands a cost-effective means of entering the Chinese market.

China, as the second-largest makeup market globally, presents a lucrative opportunity, with retail sales exceeding 400 billion yuan (US$55 billion) in 2021. However, consumers are increasingly intolerant of sponsored content.

The funds from this round of investment will be spent on livestreaming and other existing ventures.

The company has ambitious growth plans, aiming for a revenue increase of 50 percent next year and a shift toward profitability.