'Clean' beauty start-up NakedPoppy has revealed its new online marketplace, nakepoppy.com.
The site is designed to help customers find beauty products that are clean and responsibly sourced.
All of the products stocked must be cruelty-free, low in environmental impact, ethically made and free from harmful chemicals.
“Women are increasingly concerned about what they put on their faces,” said NakedPoppy’s co-founder and CEO Jaleh Bisharat.
“They’re also understandably confused about how to distinguish what’s genuinely clean from what’s marketed as ‘natural’.”
Meanwhile, its personalisation algorithm curates products specifically for its shoppers.
The patent-pending technology takes into account users’ skin type, skin colour, skin undertone, age, eye colour, hair colour, allergies, sensitivities and overall beauty goals.
Image via Instagram @nakedpoppy
“Our data science, green chemistry and make-up artist teams worked around the clock to develop this personalised experience,” added Chief Product Officer and co-founder, Kimberly Shenk.
“Customers shouldn’t have to waste time wading through products that won’t work for them or wondering which shade best suits them.”
In addition to its website launch, the company has released its first own-brand liquid eyeliner.
Formulated and manufactured in Italy, the Clean Liquid Eyeliner is vegan and said to be suitable for sensitive eyes without drying out, according to the brand.
To fund its new venture, it secured US$4m from a slew of including Cowboy Ventures, Felicis Ventures and Khosla Ventures.