Popular product trends are hard to keep up with if you follow any beauty content on social media. Summer International identifies the most influential content creators and works with them to create new brands. Summer International was founded in Singapore and is based in Los Angeles and South Korea.
Summer International will get a strategic investor in the form of NYX founder and CEO. The acquisition of NYX by L'oreal was worth about half a billion dollars.
Xiaoski Kuik, co-founder and CEO of Summer International, said the company's goal is to help creators launch and sell beauty brands using consumer data and analytic tools. The United States, South Korea, Singapore, the Philippines and Indonesia are where it does business.
The company was founded by Gushcloud International. Jamie Chua, a Singaporean social media star with over 1.2 million followers, is one of the brands Summer International has created.
According to Kuik, Summer International looks for creators who have a strong connection with their audience based on engagement rates, how active they are, and whether they have a strong local community.
She said that many times creators seek them out because of their resources. We have the power to distribute brands across Asia via our social commerce and live distribution platforms. Our goal is to establish the top influencer as the founder of the next-gen beauty, skincare and wellness brands and to give them the resources they need to break into the market.
There are other companies that work with creators to launch brands. Summer International has its own distribution network and has a network of live commerce and social commerce distributors.
The ability to understand data of what consumers want and would buy allows us to collaborate with creators to build brands in a more cost efficient manner. Summer International knows what brands and products consumers from different parts of Southeast Asia want to buy. Pricing and demographic information are provided to create new brands.
Summer International brands can be found in a mix of digital and offline channels. They are available on Summer.store.
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