The Chinese electro-beauty giant Ulike aims to conquer Europe

Ulike, the Chinese electro-beauty giant, has recently set up offices in Paris on rue Royale, in close proximity to Place de la Concorde. Positioned within a highly luxurious coworking space, the company is poised to embark on its mission to conquer the European market for pulsed light hair removal.

While in China, the group claims a 70% market share in the pulsed light hair removal market, as well as the top position in the United States, Canada, and Korea, in Europe it still contends with well-established brands such as Philips or Braun.

Founded in 2013 by a discreet Chinese couple, Ulike achieved a turnover of €1.3 billion in 2023, up from €770 million the previous year; a growth primarily driven by the launch in Asia of Jmoon and Gemo, two home-usable devices targeting signs of aging.

To conquer Europe, Ulike, boasting 1,200 employees, four production centers and two research and development centers in China and South Korea, is relying on its patented “sapphire ice-cooling” technology, which promises skin cooling at 20 degrees Celsius and long-lasting, pain-free hair removal. This technology is incorporated into the semi-permanent pulsed light hair removal devices Ulike Air 2 and Ulike Air 3 (priced at approximately €309 and €339).

Alongside Germany and England, France is one of Ulike’s priority markets. “Our ambition is to permanently convert women who already use pulsed light hair removal technology, but especially those who typically wax or use electric epilators. For this, they need reassurance,” explained Wanfen Xia (formerly of BETC), the CEO for Europe and the Middle East at Ulike, emphasizing the brand’s collaboration with scientific experts and dermatologists. Conversion proves to be a lengthy process as, according to Ulike, in France alone, out of the 13.3 million women who remove hair themselves, only 200,000 utilize pulsed light technology.

Regarding European distribution, the brand is aiming for a multi-channel strategy ranging from selective perfumeries to department stores and online platforms. In France, the brand currently operates through its Amazon store and is in talks with retailers. In Germany, it will debut this spring in a store whose name has yet to be disclosed.

Moreover, Ulike recently inked a deal with DFS, the travel retail branch of luxury group LVMH. This contract, facilitated by Ulike’s new European teams, has enabled the brand to enter DFS boutiques in Asia for the time being.

However, Ulike’s interests extend beyond electro-beauty, as the group recently acquired the skincare brand specializing in marine-based cosmetics, Science et Mer.