Clean beauty platform NakedPoppy makes debut, inks $4 million in funding round
today Aug 1, 2019
Clean beauty brand NakedPoppy officially announced its launch this week via NakedPoppy.com, with $4 million in seed funding from leading Silicon Valley investors.
Investors include Cowboy Ventures, Felicis Ventures, Khosla Ventures, Maveron, Polaris Ventures, and Slow Ventures, said the San Francisco-based start-up in a press release.
Part beauty brand -- with the release of its first branded beauty product, NakedPoppy Clean Liquid Eyeliner -- and part tech company, NakedPoppy offers an online destination to shop clean beauty that is highly personalized and specially curated for women on-the-go.
“Women are increasingly concerned about what they put on their faces, near their eyes, and on their lips. They’re also understandably confused about how to distinguish what’s genuinely clean from what’s marketed as ‘natural,’” explained Jaleh Bisharat, NakedPoppy co-founder and CEO.
“NakedPoppy does the hard work of carefully vetting for the cleanest of the clean so that customers don’t have to. In addition, NakedPoppy’s disruptive personalized shopping experience lets each woman find perfect-for-her clean makeup with unprecedented ease, speed, and confidence.”
NakedPoppy standards for clean products are based on four criterias: everything on NakedPoppy.com should be cruelty-free, low in environmental impact, ethically made, and free of harmful chemicals.
While about 12,500 chemicals are available in the U.S. for use in personal care products, NakedPoppy’s pool of scientifically screened, allowable clean ingredients is fewer than 700 across all the brands it carries.
Meanwhile, its patent-pending personalization algorithm helps customers find the products that are right for them.
Online, NakedPoppy customers are asked to complete an online assessment that takes about three minutes. The personalization algorithm then takes into account a range of considerations including skin type, skin color, skin undertone, age, eye color, hair color, allergies, sensitivities, beauty goals, and more, to uncover perfect-for-her picks.
“Our data science, green chemistry, and makeup artist teams worked around the clock to develop this personalized experience, which we believe is a breakthrough in how people will shop for beauty products going forward,” said Kimberly Shenk, NakedPoppy co-founder and Chief Product Officer.
NakedPoppy joins an ever growing list of retailers who are getting into the clean beauty space.
Target is the latest major retailer to clean up its beauty aisles, announcing earlier this month a new ‘Target Clean' icon, designed to alert shoppers to products formulated without a group of certain chemicals. The icon was applied to almost 4,000 products across its beauty and personal care aisles.
Likewise, cosmetics giant Sephora recently revealed it was tripling the list of vetoed ingredients on its ‘Clean at Sephora' program.
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