Leading angels and investors from the technology, entertainment, and beauty industries join forces to support Supergreat's vision of video-enabled social shopping
Supergreat, the community-based app where beauty enthusiasts can review, shop, and share tips on their favorite products, today announced a $6.5 million series A funding led by renowned venture capital firm 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. The round brings the company’s total amount raised to $9 million.
Supergreat helps our 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. Through daily product drops with our partners, beauty brands can more authentically interact with their audience by engaging with them directly on feedback and sharing new launches. Since its launch in 2018, Supergreat's community of creators has made over 180,000 videos on over 30,000 products they love and use daily. 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. The pair 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.
“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,” said Faux and Blackman. “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.”
“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," said Benchmark General Partner Sarah Tavel. "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.”
"Supergreat has become the social network for the beauty community, where individuals can authentically share their views and routines,” said Thrive Capital Partner Miles Grimshaw. “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."
Supergreat recently launched Supergreat Live, a feature which allows users to watch and participate in interactive shopping and product giveaways from brands, and Supergreat Carousels, which allows brands, retailers, and publishers to embed videos from the Supergreat community on their product pages.
Supergreat is a community of passionate beauty fans discovering products, sharing routines, and shopping exclusive drops from today’s best brands. Supergreat promotes authentic user generated content from beauty enthusiasts who are excited to share their own routines and favorite products for people they relate to. Users can subscribe to their favorite enthusiasts and also interact with each other by asking questions, joining discussions, and collecting rewards from their favorite brands. Supergreat offers consumers and brands access to genuine interactions, a space where beauty products and routines are the center of every conversation, and a community where everyone is an expert on the products they love and use daily. For more information, please go to supergreat.com.
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