Yaso, a UK ecommerce firm that helps British beauty brands sell in China, has raised more than £8 million to expand into new consumer sectors including supplements, fashion and food.
Founded in 2022 by Jonny Plein, James Campbell and Adam Knight, Yaso provides a software-based platform that integrates brands into leading Chinese social media and ecommerce channels such as Douyin, Tmall and RedNote. The model allows British exporters to sell directly to Chinese consumers, navigating payments, logistics, tax and compliance through one system.
The fresh investment, led by private equity firm Puma Growth Partners, will allow Yaso to scale beyond beauty and build on its current roster of clients, which includes Cowshed, Pixi Beauty, Faith in Nature and Nip + Fab. The founders said they expect ten companies to be trading on the platform by the end of the year.
Plein said the business is capitalising on a shift to social commerce: “It’s not new that Western brands want to sell in China. The big change is how. Social commerce – livestreaming, influencer-driven sales – is five years ahead in China compared to the UK or US. That’s what we’re tapping into.”
Campbell added that while British heritage helps, it is not enough on its own: “Chinese consumers are among the most demanding in the world. They expect top quality and exceptional service – customer service must be near-instant and deliveries within one to two days. Simply putting a Union Jack on a product isn’t enough.”
The trio bring experience in both tech and Chinese markets. Plein co-founded Pouch, a browser voucher extension business acquired in 2019, while Campbell and Knight previously co-founded Tong, a Chinese marketing agency.
With the new funding, Yaso is also exploring partnerships with world-famous athletes to promote British products in China, reflecting the company’s ambition to broaden its reach across multiple consumer categories.
