Prized for his perfect abs, 22-year-old influencer Cameron Dallas is now flexing his muscles as a beauty investor.
Dallas joined a $2 million round led by female founders fund F3, BBG, GGV, Finn Capital, Ride Ventures and SoGal Ventures, WWD has confirmed. Dallas, with business partners Patrick Finnegan and Jake Paul, invested through their fund TGZ Capital. WWD first reported the company was raising capital in June.
Glow Concept specializes in bringing on-trend beauty products to the market quickly — generally, within 45 days. In addition to making its own products, Glow Concept also handles manufacturing for some private-label beauty collections. With the new cash influx, the company will now focus on expanding its owned products, like the Winky Lux line.
“We have to offer something different and special,” chief executive officer Natalie Mackey said at the WWD Beauty Digital Summit in February. “We get in and out quickly because trends happen in real time.”
The round will help the company expand digitally, hire more staff, and open its own retail.
Winky Lux specializes in affordable (under $20), cruelty-free makeup products, including Flower Bomb, a $14 pH-reacting lip balm, Glimmer Bomb, a shimmering pH-balancing lip balm, Uni-brow, a $12 brow product, and Whipped Cream Primer, $19. The business is also planning a venture into skin care.
The Flower Bomb is Winky Lux’s biggest hit. The pill-shaped tube comes with clear pH balanced balm that smells like coconut and has a small flower on the inside. In February, Mackey said one Flower Bomb was being sold every three minutes. All of Winky Lux’s products come in printed, colorful, shiny packaging meant to attract younger consumers. Winky Lux is slated to be in 3,000 doors – including Forever 21 and PacSun – by the end of the year. It first launched in 2015.
The brand has also partnered with influencers to attract customers. After launching, it partnered with influencer Orion, thinking at a meet-and-greet that maybe 60 or 70 girls would show up. But hundreds lined up around the block, Mackey related when she spoke at the WWD Beauty Digital Summit in February.
The line is geared towards a Gen Z customer, which is where Dallas comes into play. “It’s a Gen Z brand, and he’s becoming a Gen Z icon,” Mackey said.
In addition to Winky Lux, Glow Concept owns makeup brand Laqa & Co., which it bought in 2016. Laqa makes products including Avocado Lip Butter, $25, B’Lighter, a $17 blush-highlighter combination, and the $16 Cheeky Lip Pencil. The business also owns Beautiful Rights, a makeup brand that donates 20 percent of all sales to women’s rights and gender causes.