On December 21, a reporter from Beijing Business Daily learned that the Turtle Daddy brand successfully completed the A+ round of exclusive investment from L Catterton, the world's largest consumer private equity institution. According to public information, L Catterton is a private equity fund company under the LVMH group, focusing on investing in consumer brands, and has historically invested in more than 250 consumer brands around the world. The Turtle Daddy brand is a brand focusing on personal care for children aged 3-12, which has become a popular brand in the field of children's skin care with a number of popular products since its establishment less than five years ago.
According to Tianyancha information, the Turtle Daddy brand has completed 4 rounds of financing, of which L Catterton (LV Kaiteng) has invested in two rounds in a row. The children's sunscreen products launched by the Turtle Daddy brand in 2021 quickly became popular, with 1 million units sold in less than 4 months, with annual sales exceeding 100 million yuan. In addition, the amino acid cleansing bubble also launched by Turtle Daddy became the first sales volume of Douyin and Tmall related categories in the first year of listing, showing the strong competitiveness of the Turtle Daddy brand in the market.
With the rise of Daddy Turtle, so does the competition. Some brands, such as Bethany's baby care brand Winona Baby, and Shangmei Group's Red Elephant, have also stepped up their layout and continue to expand their market share in the market. In this competitive environment, Turtle Daddy needs more room and strategy to stay ahead of the curve.
In addition, the old brands that still occupy the market share of children's skincare are also competitors of Turtle Dad. Statistically, Turtle Daddy is facing challenges from many aspects in the market, and needs to continue to push the brand's involution in the highly competitive children's skincare market.
Professionals say that the exclusive children's skincare market has huge potential for development. Consumers have higher demands for the safety of children's skincare products, so the popularity of brands and products will directly determine growth performance.
Overall, Turtle Daddy's successful completion of L Catterton's investment means that the brand's competitive strength in the children's skincare market has been recognized. However, with that comes greater challenges and tougher competition. Brands need to invest more energy and money in R&D, brand building, product upgrades and channel expansion to maintain sustainable development and leading position. China's children's skincare market is becoming increasingly dynamic, and Turtle Daddy is expected to stand out in the fierce market competition and provide better skincare products for children.