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Rocket Internet is not walking into an empty market as Vanitee and Wellnessly are both working to bring the beautician industry online

Rocket Internet’s beauty and wellness marketplace Vaniday announced it has formally launched operations in Singapore, the company’s first venture into Asia.

“As there is virtually an app for every single need and desire of the customer, we aim to fulfill the customer’s needs in the beauty and wellness market. Our goal is to create the best possible experience for our customers,” said Global Founder and CEO Maxime Legardez in an official statement.

Vaniday is an online booking platform that connects customers with beauty shops like Kim Robinson and Estheva. Users search the service, postal code of a given salon, find the best price and location before finally booking an appointment. It includes a men’s section and an option for deals.

It also includes a review system so companies are rewarded for service.

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Launched in March 2015 in Brazil, it quickly went for its original goal of fast international expansion. The company now operates in Brazil, United Arab Emirates, France, Russia, Australia, Italy and now Singapore.

Vaniday raised a EU15 million (US$23.2 million) round on July 30, 2015.

But Vaniday is not walking into an empty market. Singapore does have a host of beauty-related Internet platforms.

Wellnessly is a homegrown company very similar to Vaniday. But Wellnessly has an in-depth and detailed desktop platform while, based on Legardez’ comments, Vaniday is focussed on mobile.

Vanitee is well-funded, having landed a US$3-million round in mid-October, but it is focussed on independent beauticians akin to the “Uber of beauty”.

FoodPanda and Lazada are notable Rocket Internet success stories in Southeast Asia.

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