Personal care brand "Rocking Zoo" announced the completion of two consecutive rounds of funding totaling tens of millions of US dollars, with Source Code Capital participating in both rounds.

源码资本·April 8, 2021·0·0

Emerging personal-care brand Rocking Zoo recently completed Series A and A+ rounds totaling tens of millions of dollars. The Series A was led by Qingliu Capital, with Source Code Capital participating; the A+ round was led by Sinovation Ventures, with K2VC, Source Code Capital, and Qingliu Capital joining. Proceeds will go toward R&D, product expansion, brand building, and team recruitment and growth.

Emerging personal care brand Rocking Zoo has recently completed tens of millions of dollars in Series A and A+ funding. The Series A was led by Qingliu Capital, with Source Code Capital participating; the Series A+ was led by Sinovation Ventures, with K2VC, Source Code Capital, and Qingliu Capital following on. The proceeds will go toward R&D, product expansion, brand building, and team growth.

Rocking Zoo launched its Tmall flagship store in January 2020 and has since established leading positions across multiple body care subcategories. Its star product, a shower scrub, ranks consistently in the top three of its category and was shortlisted for the 2020 Tmall Golden Beauty Awards. Its body lotion hit number one on Tmall in December, with monthly sales exceeding 200,000 units. In 2021, the brand was nominated for Tmall's annual Rising Star award, the shower scrub was shortlisted for Body Scrub of the Year, and the product reached number one on Tmall in February. A new launch in March — a wild strawberry scrub — also topped its category.

Founded in late November 2019, Rocking Zoo's founding team are all Zhejiang University alumni who previously worked at leading companies including L'Oréal, Procter & Gamble, Tencent, and Toutiao.

When entering the category, the founders set out to create a brand unlike anything else on the market. "We keep asking ourselves: where are the boundaries of a personal care brand? Can it go beyond a single product or category — not just serving the body, but also soothing emotions and recharging the whole person?"

The bathroom is a critical scene. "The bathroom is one of the most private spaces. When you close that door, everything belongs to you. It's like a parallel universe to real life, where every emotion and imagination is valid. Here, you can fully recharge."

The Rocking Zoo brand embodies this sense of acceptance and companionship. Rock represents freedom, movement, and authenticity; zoo stands for diversity, imagination, and restless vitality. The tagline "Close the bathroom door, enter Rocking Zoo" captures the intimacy and freedom the brand wants to offer — touching on emotions hidden deep within, and building deeper emotional connections with consumers in this private setting.

From product selection onward, Rocking Zoo identified body care as a fast-growing track. Whether body lotion, scrub, or hand cream, the concentration of leading brands and the growth rates of niche products both pointed to unmet consumer demand and ample room for product innovation.

Based on insights into young users, the brand developed a distinctive product logic: skincare-grade ingredients — using high-efficacy facial skincare ingredients in body care; multi-functional benefits — one product, multiple effects, delivering outsized value to younger consumers; and elevated skin and sensory experiences — emphasizing texture and fragrance, so that beyond efficacy, younger generations enjoy pleasurable, delightful sensations of touch and scent.

In the coming years, Rocking Zoo plans to continue deepening its focus on body care while expanding around the bathroom scene.

Founder Panpan Mao said: "Year one was about validating the product and model, gathering more product feedback. Year two's goal is to continuously enrich and deepen the brand experience, develop a distinctive visual identity, and deliver that brand experience to consumers through multi-dimensional, creative approaches. For example, bringing the Rocking Zoo bathroom experience offline; co-creating with young generations through deep engagement, using real user feelings and stories to inspire product development; and creating content at every brand touchpoint. Precise insight into young generations is our core moat. We will keep working to build a personal care brand that makes young hearts skip a beat."

This year, the brand will also push offline, expanding into CS channels and new retail channels to extend its reach beyond its online audience and achieve full coverage.

Yungang Huang of Source Code Capital said: "We started evaluating and investing when the team was just coming together. In them, we see the power of combining sensibility and rationality: on the sensibility side, their independent definition and pursuit of the brand, and their deep insight into consumer demographics; on the rationality side, their focus on connecting good products with users rather than simply chasing speed and scale. We're delighted to have witnessed Rocking Zoo's journey from zero to one, and we firmly believe the team will continue making better products and serving users well."