Juul inventor’s Myst lands funding as institutional investors turn to China’s e-cigs – TechCrunch


Over the previous a number of years, institutional investors had largely shied away from China’s e-cigarette makers, an trade that was teeming with shoddy workshops and lacked regulatory oversight. But investors’ perspective is altering as China units in movement its strictest ever regulation on digital cigarettes.

Myst Labs, a Chinese e-cigarette maker co-founded in 2019 by Chenyue Xing, a chemist who was a part of the staff at Juul that invented nicotine salts, a key ingredient in vaping, lately raised “tens of thousands of dollars” from a Series B funding spherical. The financing was led by its present investor, IMO Ventures. Thomas Yao, CEO and one other co-founder of Myst, is a founding accomplice of IMO Ventures.

In March, one among China’s high tech coverage makers published a set of draft guidelines that might convey e-cigarettes beneath the identical regulatory scope as conventional tobacco, which suggests vaping firms will want licenses for manufacturing, wholesale and retail operations on the planet’s largest producer and exporter of e-cigarettes.

These modifications will deal a blow to small producers with poor high quality management, leaving the trade with a handful of established and compliant gamers, Fang Wang, head of promoting at Myst, advised TechCrunch.

For one, standardizing manufacturing is expensive, Li stated. From ceramic coils, batteries, to perfume, each part and ingredient of a vape will want to meet stringent necessities. E-cigarette firms may also want to pay tobacco taxes, an essential supply of tax income for the Chinese authorities.

The different problem is how to decrease nicotine content material. Many present merchandise in the marketplace have a comparatively excessive nicotine focus at 3-5%, so if China is in step with the European Union commonplace of 1.7%, many small manufacturers will probably be compelled out of business as a result of they lack the know-how to produce low-nicotine vapes that also fulfill customers’ crave, urged Li.

“We’ve received a lot of investor interest in the past few months. Before that, professional, institutional investors often avoided e-cigarette companies, but they are showing more willingness now as regulations take shape,” Li added.

Myst declined to listing its different investors however stated they embrace high-profile people invovled within the e-bike sharing firm Lime, Facebook and the bitcoin trade.

Most of Myst’s present gross sales are from China, the place it has opened 600 shops and plans to attain a footprint of 1,000 shops within the subsequent few quarters. Overseas, the startup has a retail footprint in Malaysia, Russia, Canada and the United Kingdom, the place it’s promoting in over 30 procuring malls and some hospitals via its distribution accomplice, Ecigwizard.

The new funding will permit Myst to additional develop its gross sales community and strengthen its analysis and improvement. The firm prides itself on its product containing 1.
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7% nicotine, which it claims can ship the impact of a 3% counterpart. At her lab, Xing is presently engaged on e-liquids with “natural tobacco contents” and with out natural acids, components that permit nicotine salts to vaporize and be absorbed.

Myst continues to be a comparatively small participant in contrast to China’s market dominator Relx, which went public in New York earlier this 12 months and is applying for a license to sell in the U.S. But Yao is optimistic about Myst’s future. Vaping, he stated, is among the fastest-growing client classes in China. Myst’s current gross sales are tripling each three months.

“In other consumer areas, you rarely see a top player commanding 60-70% of the market, so there is still a lot of room for the top 10 players to grow,” the CEO stated.



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