- Supergreat — a community-based app where beauty enthusiasts can review, shop, and share tips on their favorite products — announced a $6.5 million Series A funding led by Benchmark
Supergreat — a community-based app where beauty enthusiasts can review, shop, and share tips on their favorite products — announced a $6.5 million Series A funding led by Benchmark. Other participants include TQ Ventures (an investment fund led by Scooter Braun, Schuster Tanger, and Andrew Marks), Michael Kives’ K5 Global, and Shrug Capital as well as existing investor Thrive Capital and angel investors Hannah Bronfman and Rent the Runway co-founder Jenny Fleiss. This round of funding brings the company’s total amount raised to $9 million.
The company helps the community discover new products through authentic reviews and seeks to establish a space for beauty creators to genuinely express themselves and connect with other users and brands. And through daily product drops with partners, beauty brands can more authentically interact with their audience by engaging with them directly on feedback and sharing new launches.
Since launching in 2018, Supergreat’s community of creators has made more than 180,000 videos on over 30,000 products they use daily. And minutes of video watched on the platform have more than tripled during the past six months as consumers have increasingly turned to video reviews and demos to learn about products.
Having previously worked together at Shopify-acquired startup Tictail and Tumblr, Supergreat’s co-founders Tyler Faux and Dan Blackman are experienced community builders. And they launched Supergreat after working together on the mental health app Huddle where they discovered a thriving group of highly engaged beauty fans sharing their own tips and product recommendations with one another.
Supergreat recently launched Supergreat Live, which is a feature that allows users to watch and participate in interactive shopping and product giveaways from brands, and Supergreat Carousels — allowing brands, retailers, and publishers to embed videos from the Supergreat community on their product pages.
KEY QUOTES:
“We are delighted to welcome Sarah Tavel to our board and partner with Benchmark and an incredible group of investors, advisors, and team members that we are lucky to work alongside. As Supergreat continues to grow, we’re excited to work with partners across tech, beauty, entertainment, and more who share our vision of making Supergreat the social destination for beauty consumers and brands.”
— Faux and Blackman
“Supergreat has the hallmarks of what we look for in a great consumer company – their users are creating content that enriches the community and creates a virtuous cycle of engagement. Tyler and Dan have eschewed the top-down approach of beauty influencers, and created an authentic dialogue between consumers, creators, and brands. They have tapped into a desire for beauty fans to be active participants in the conversation instead of passive consumers, and I’m proud to be working alongside their team as they unlock this massive opportunity.”
— Benchmark General Partner Sarah Tavel
“Supergreat has become the social network for the beauty community, where individuals can authentically share their views and routines. The team has built a unique graph of people, products and brands that with the launch of Live and shopping will create an immersive social commerce experience.”
— Thrive Capital Partner Miles Grimshaw
