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Shanghai and Hong Kong, China, September 22, 2020 – Welkin, a China-focused mid-market growth equity investment firm, today announced that it has completed a significant investment in Shawya Biotechnology (“Shawya”), a tech-enabled, data-driven, direct-to-consumer skincare company with three core brands: Genuine Namir, EVM and Whiteasy. Welkin led and was the sole institutional investor in this latest round of financing in Shawya.

Founded in 2012, Shawya is a tech-enabled skincare company with a direct-to-consumer business model which drives deep customer engagement and rapid product development, enabling it to bring high quality and on trend products to mass consumers at affordable prices. The company engages with customers both online with an expansive e-commerce and social media presence, as well as through a growing retail network that features innovative artificial intelligence powered skin-testing and personalized skincare products.

“The data-driven approach to understanding and meeting the needs of a new generation of Chinese consumers,” said Justino Liang, Managing Director at Welkin. “Welkin is excited to partner with Shawya as it uses its advantages in technology and R&D to provide its growing consumer audience with personalized products that ‘Make Beauty Easier’,” said Jiang Pu, Managing Director at Welkin.

With this latest round of funding, Shawya will continue investing in its omni-channel direct-to-consumer distribution strategy, as well as expanding its management team.

Welkin focuses on investing in homegrown brands and new consumption patterns as one of its core investment themes. Over the past decade, Welkin has partnered with numerous consumer products companies in China across a range of product categories, including Great Leap Brewing, Guitaitai Camellia Oil, and East Asia Sports.

About Welkin

Welkin is a China-focused mid-market growth equity investment firm with a distinguished family heritage and strong entrepreneurial roots. Founded in 2009, Welkin invests in niche-leading, growth stage companies in China on behalf of global institutional investors and the firm’s employees. Welkin deploys its local resources, industry knowledge, and operating expertise, to drive impactful value creation and help companies achieve their full growth potential. For more information, please visit

About Shawya

Founded 2012, Shawya is a leading tech-enabled skincare company that creates skincare products under the Genuine Namir, EVM and Whiteeasy brands. The company’s vertically integrated business model and AI-powered technology platform drives strong product innovation and deep customer engagement, enabling the company to provide high quality, personalized, and easily approachable skincare solutions. To learn more, please visit

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