Benchmark’s Sarah Tavel and angel investors Hannah Bronfman and Jenny Fleiss take a shine to an app for beauty enthusiasts. Benchmark led Supergreat’s $6.5 million Series A round, which in addition to Hannah and Jenny, who is co-founder of Rent the Runway, featured TQ Ventures, K5 Global, Shrug Capital and Thrive Capital.
Supergreat’s community-based app allows beauty enthusiasts to review, shop and share tips on their favorite products. The app allows users to discover new products and enables beauty creators to express themselves and connect with other users and brands. Since launching in 2018, Supergreat’s community of creators has made more than 180,000 videos on more than 30,000 products.
In a statement, Sarah said 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.” She also said the company has “created an authentic dialogue between consumers, creators and brands” and “tapped into a desire for beauty fans to be active participants in the conversation instead of passive consumers.”
In conjunction with the financing, Sarah, a general partner, joined Supergreat’s board. She is also on the boards of Chainalysis, REKKI and Hipcamp, which was created by Alyssa Ravasio to enable people to find and book privately-owned campsites.