Winky Lux raised $2 million in seed funding, led by Female Founders Fund (“F3”), to double down on digital expansion and become “The Zara of Cosmetics.”

WHO: Winky Lux launched in October of 2015 as a fast-to-market cosmetics brand. All of the products are paraben-free, cruelty-free, non-toxic and heavily pigmented. The brand is sold in more than 1,000 global retail locations including top retailers like Nordstrom, Bloomingdale’s, and Mecca Maxima. This fall the brand will launch as an anchor in the hotly anticipated “Riley Rose” beauty concept store created by Forever 21.

WHY: The funds are planned for expanded digital campaigns, new product development and the opening of the first Winky Lux pop-up shop in lower Manhattan.

IN THEIR OWN WORDS: “We’re thrilled to partner with like-minded investors who have track records of backing great innovation. Our goal is to provide a beautiful luxury experience to our customers through data driven personalization, indulgent packaging and extraordinary experiences both online and offline. Our customer’s happiness is paramount and our new partnerships will increase our ability to captivate and delight her,” says co-founder Natalie Mackey in a release.

DETAILS:

• $2 million in seed funding was led by Female Founders Fund (“F3”). Other notable investors include venture capital firms BBG Ventures, GGV, SoGal Ventures and TGZ Capital, a new fund whose managers include celebrity YouTuber Cameron Dallas.

Read the full press release on PR Newswire.