Bellatora

Cosmetics

SHARE
  • Capital Raise
    1350000.0
  • Structure
    Equity
  • Offering Price/Share
    1.25
  • Shares Offered
    1080000.0
  • Current Shares Out
    4000000.0
  • Post Offering Valuation
    6350000.0
  • Post Offering Shares Out
    5080000.0

Overview and History

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Skin care is a growth industry, expected to increase from $115 billion in global sales this year to $140 billion by 2019, accounting for a third of total sales in the beauty products market. Driving this growth are consumers increasingly shifting demand to better quality ingredients and products that promise better performance, creating a unique opportunity for manufacturers.

Despite the increasing demand for premium skin care products, the industry has been slow to adapt innovation based on emerging technologies to advance product development. The beauty care industry has seen little in the way of technology-driven advances for the past 50 years. We believe we are an industry leader in this regard.

Bellatorra was formed with the vision to leverage emerging nanotechnology innovation, working in collaboration with a multi-disciplinary team of scientists, exercise physiologists and chemists, combined with the highest quality ingredients to launch a truly unparalleled skin care line. What makes Bellatorra totally unique in a highly competitive marketplace is its proprietary Torra48 time release delivery system, designed to deliver optimal results over a 48-hour period.

Bellatorra represents a complete system of care for the skin. Our products have been created with an unwavering commitment to finding the most powerful ingredients, concentrating them at unprecedented levels and combining and releasing them in a cycle that keeps time with skin’s natural rhythms for optimum benefit.

The Bellatorra skincare system targets the primary causes of accelerated aging in the body that are reflected in skin as uneven skin tone, loss of firmness, lines, wrinkles and heightened sensitivity with perfectly paired blends of botanicals, vitamins, minerals and plant stem cells delivered sequentially to the deepest layers of the skin. 

Products and Services

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Bellatorra’s initial product line consists of four anti-aging skin care products, which contain key anti-aging complexes that are encapsulate into Bellaspheres, the building blocks of our proprietary Torra48 time release delivery system. 

  • Facial Cleanser ($95). An elegant, citrus infused cleansing emulsion that combines purifying botanicals with skin refining AHAs and anti-oxidant extracts to provide exceptional refining, smoothing and hydrating benefits as it removes make-up and impurities. This multi-dimensional effect ensures optimum cleansing while preserving the skin’s natural balance leaving it feeling smooth, refreshed, and radiantly clean. 

  • Anti-Aging Eye Cream ($240). A targeted, time- release botanical, retinol and plant stem cell formula to firm, fill and fortify the delicate eye area and dramatically reduce dark circles and puffiness. Provides immediate and progressive reduction of lines, wrinkles and discoloration. Nourishes, energizes and re-sets skin to younger acting functions and appearance.

  • Cellular Renewal Complex and Cream (each $295). These targeted and time-released, botanical, plant stem cell and retinol formulas reduce fine lines and wrinkles, accelerates skin’s natural repair functions and protects from environmental damage while targeting discoloration, uneven tone and preventing the appearance of future damage at the cellular level. Rich in antioxidants, polysaccharides, minerals and vitamins, these are true anti-aging moisturizers.

  • Cellular Renewal Serum ($350). This cellular renewal serum promotes skin’s natural renewal and repair process to reveal smoother, supply and younger looking skin. Working on a cellular level it regenerates and repairs the appearance of damage caused by the environment while evening out skin tone and texture. This serum lifts and reduces lines and wrinkles. It also strengthens the skin’s natural moisture barrier to lock in hydration, providing superior protection from dryness.

  • Uplifting Mist ($165). This alternative to Botox reduces the appearance of fine lines and wrinkles, providing immediate lifting effects. In addition to its restorative benefits, this mist also protects from free radical damage and soothes irritated skin, revealing a younger, fresher and smoother complexion. 


Market Opportunity

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Skin care currently accounts for a quarter of the total beauty industry and is expected to account for a third of total sales by 2019. Industry experts project that the global skin care products market was valued at more than $105 billion in 2013 and expected to approach $150 billion by 2020. Anti-agers are the fastest growing category in skin care, expected to add more than $6 billion to its size by 2017. 

Skin care products are an important part in the daily health care routine. Key factors for demand and growth in this category are increasing consumer awareness, beauty consciousness, healthier habits for flawless skin including lifestyle and diet, rising standards of living, and even greater awareness of the harmful effects of pollution and climate. On a global basis, Asia Pacific holds the largest market share in skin care, followed by Europe and North America. 

Asian markets tend to offer higher returns for many global cosmetics players. This is because Asians spend more on skin care products that tend to have higher price points. Also, it is easier for companies to premiumize skin care products with added functions. There are more opportunities to add values on skin care products with whitening, anti-aging, brightening, etc., compared to color cosmetics or fragrances.

An important trend for Bellatorra is the consumer shift towards premium quality skin care products. As a result, manufacturers are introducing skin care products with better formulations. 

We are committed to establishing the Bellatorra brand as a leading brand in the global prestige beauty care market. We believe that our management team, product & technology, and strategy combine to position our Company to outperform and drive shareholder value.

Our focus is on growth and gaining market share, and as we succeed, we anticipate that Bellatorra will become a compelling acquisition candidate for larger companies seeking to broaden their product lines and/or enter the prestige beauty care market. In addition, as our financial performance meets appropriate levels, we will also consider a public company offering. 



Competitive Landscape

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The skin care business is characterized by vigorous completion on a global basis. Brand recognition, quality, performance, availability and price are some of the factors that impact consumer choices amongst competing products and brands. Advertising, promotion, merchandising, the pace and timing of new product introductions, line extensions and the quality of in-store demonstrations also have a significant impact on consumer behavior. We compete against a number of companies, most of which have substantially greater resources than we do at this stage of our business.

Our principal competitors consist of large, well-known manufacturers and marketers of skin care products which include, amongst others, L’Oreal, AVON, Beierdord, COTY, Elizabeth Arden, Estee Lauder, Interparfums, Revlon and Shiseido. We also face competition from a number of independent brands, as well as some retailers that have developed their own beauty brands.

We intend to compete through communicating the quality, value and benefits of our products. We believe that our nanotechnology-based delivery system distinctly positions our brand, and our packaging and advertising is designed to enhance that image and differentiate it. 


Our Solution & Value Proposition

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  • Technology: The Torra48 system is proprietary and unique, provides greater and more efficient skin penetration by releasing the key ingredients slowly over a 48-hour period.

  • U.S. Manufacturing: We have selected U.S. based manufacturing partners which is important from both a quality control and marketing perspective to our customers.

  • Proven Management Team: Our management team has extensive experience in the skin care industry and brings established distributor networks in both the U.S. and Asia (see Management Bios below).



Sales and Marketing Strategy

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We are focused on growing in high-touch retail formats like specialty multi-brand retail, department stores and on developing e- and m-commerce capabilities as consumers increasingly shop online and from their mobile phones. We believe that our relationship with select department stores is critical to maintaining the exclusivity and to protecting the Bellatorra brand.

Based on demand, we are accelerating our go-to-market strategy beyond boutique sales to working with leading U.S. retailers. In late 2014, we met with tremendous response at Barney’s New York which has accelerated our timeline. We expect to launch in Barney’s as early as the summer months of 2015, and are in discussions with additional luxury retailers including Bergdorf and Nieman Marcus.

We intend to leverage success in this channel to move into the international markets including Asia, Australia and Europe as early as the fourth quarter 2015 and moving forward. The Health Sciences Authority of Singapore has approved distribution of Bellatorra skin care products, which is an important first step in the Company’s overall global strategy. Singapore is well known for consumer demand for international luxury products and we plan to use it as a distribution hub for further expansion into Indonesia, Brunei, Malaysia, Hong Kong and China.

We expect that the international market will be transformative to the economics of our business. In the U.S., we are responsible to absorb 50% of the counter costs for sales persons with our retail distribution channel, and then split 45% to 65% of gross profit with the retailer. In the international arena, we are not responsible for counter costs at all, and provide a negotiated discount to the retailer. 

Promotional activities and in-store displays are designed to attract new customers and introduce existing customers to different products in the line. Our marketing efforts will include cooperative advertising programs with some retailers, supported by coordinated promotions.

Our marketing and sales executives will spend considerable time in the field meeting with consumers, retailers and beauty consultants at the points-of-sale. At in-store counters, consumers are offered a personal experience with consultations to market individual products as well as to provide education on their use and application.

In addition, we will continue to expand our online strategy to include e-Commerce, m-Commerce, digital and social media. We believe the uniqueness of our product and technology bodes will to attract media and editorial coverage as well. We will dedicate resources to implement coordinated brand-enhancing strategies across all online activities to increase our direct access to consumers. 

Press Releases

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