Olivela is branching into beauty.
Launching last June, the e-commerce site’s mission is to combine philanthropy with luxury shopping by donating a portion of each sale to a group of charity partners. It’s now extending this mission with the addition of a beauty category with 28 brands.
“Expanding into beauty brings us closer to empowering consumers to use their purchasing power to make a significant difference,” said Stacey Boyd, founder and chief executive officer of the site. “We hope to become a lifestyle brand by marrying philanthropy across different categories.”
Coming up with the philanthropic shopping model on a trip to Kenya with Malala Yousafzai, Boyd works with charities like The Malala Fund, Too Young To Wed and Good+ Foundation, among others, which help improve the lives of children.
Each product sold has a portion of proceeds benefit a charity and has its own impact metric, which informs the customer how their purchase is helping a child. For example, purchasing the Christian Louboutin Rouge Louboutin Nail Colour Starlight Edition (priced at $675) gives 13 days of health essentials to girls through the Too Young To Wed charity.
“What’s powerful about the site is the transparency,” Boyd continued on the impact metrics. “Every time you make a purchase, you know exactly where the money is going.”
The beauty category, which launched on Feb. 2, includes prestige brands like Acqua di Parma, Natura Bisse, Maison Francis Kurkdjian and Oribe, including other brands across makeup, fragrance and skin and hair care. Boyd has plans to add another 12 brands to the site in the next few months.
During February, all beauty purchases will benefit the Too Young To Wed charity, which provides health kits to child marriage survivors. Olivela’s goal is to help 1,000 girls this month through their beauty vertical.
“My hope is that the consumers that buy on our site see the real heart of what I think beauty is, which is giving back,” she said. “I think sharing that notion and having that as a core part in our offerings will inspire others to give back.”