Good Brands, the company behind the successful Typology skincare label, is preparing to introduce a new brand. Founded by entrepreneur Ning Li, the group is broadening its portfolio with a continued focus on digital, innovation, and sustainability.
Typology mascara serum in its redesigned version – DR
Recent job postings at Good Brands, highlighted by Teddy LeMaoult in his weekly LinkedIn press review, reveal that the company is preparing a fragrance-focused label. The listings indicate a dedicated team for olfactory development, signalling a launch planned for the coming months.
The brand is expected to adopt a direct-to-consumer e-commerce model, similar to Typology, while potentially expanding to other sales channels.
Typology, launched in 2019 under the Good Brands umbrella, has built a wide range of skincare products made in France, formulated mainly with natural-origin ingredients. The line is sold almost exclusively online, apart from a permanent space at Printemps Haussmann. This strategy enables the company to channel investments into product formulation and development.
France remains Typology’s main market, accounting for around half of sales, followed by the United States and Germany. The B-Corp-certified brand offers around 100 products, with an average basket of €70–100, and is among the top-selling brands in its category online, according to a FoxIntelligence study.
At its launch, Typology raised $10 million (€8.8 million) from investors including Alven Capital, Marc Simoncini, Xavier Niel, and Firstminute Capital. These backers continue to support the brand, with Ning Li retaining majority ownership.
Before founding Good Brands, Ning Li co-founded MyFab.com in 2007, a direct-sales platform for design objects, which was partially sold to Kering in 2009. In 2010, he launched Made.com, an online furniture retailer. Made.com was listed on the stock exchange in 2021 but was placed into liquidation in 2022. Ning Li had left in 2017, later making an unsuccessful takeover bid.
The upcoming launch would mark the next step in Good Brands’ still-evolving portfolio. At this stage, the company has not revealed the name of the new brand or its exact launch date. However, recruitment activity signals the structure of its product team and the ambition behind the project.
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