Soocas

About Soocas

Soocas, legally known as Shenzhen Soocas Technology Co., Ltd., is a personal care electronics company established in 2015 and headquartered in Shenzhen, China. The company was founded by Meng Fandi, a veteran of Huawei, who envisioned a rise in domestic personal care brands in China. As an enterprise within the Xiaomi ecosystem, Soocas develops and markets smart personal health care electronics, initially focusing on oral care before expanding its product lines.

The company's business model involves offering both its own private label products under brands like "Soocas," "AIRFLY," and "Pinjing," as well as producing custom products for Xiaomi's Mijia brand. A significant portion of Soocas's revenue is generated through its partnership with Xiaomi, which is also its largest customer. The company markets its products through online platforms such as Tmall and utilizes new media channels like TikTok, Xiaohongshu, WeChat, and Weibo, often employing influencer and KOL-led live broadcast campaigns. Soocas has secured substantial funding through multiple rounds, including a Series C round in 2019 that raised approximately $30 million, to fuel research and development and brand promotion.

Soocas's product portfolio is centered around three main categories: oral care, men's grooming, and haircare. The company launched its first product, the SOOCAS X3 electric toothbrush, in 2016. This product line has since expanded to include a variety of electric toothbrushes and water flossers. A notable product is the NEOS II, a 2-in-1 device that combines an electric toothbrush with a water flosser, featuring a miniaturized pump system and an IPX8 waterproof rating. These smart toothbrushes can connect via Bluetooth to a smartphone app, allowing users to monitor cleaning effectiveness, receive brush head replacement reminders, and check battery life. The brushes often feature multiple cleaning modes, such as beginner, sensitive, and whitening. In addition to oral care, the company's offerings include electric shavers and hairdryers.