Glamsquad stylists.

Glamsquad raised $15 million to build its on-demand brand of beauty.

The nearly two-year-old mobile beauty services company revealed to WWD that it recently closed on the Series B financing round, which was led by New Enterprise Associates and included Lerer Hippeau, AOL’s BBG Ventures, Montage Venture and Softbank, which led last year’s $7 million Series A.

To date, Glamsquad has raised $24 million and used it to build an app that lets users book blowouts and get their makeup done in their homes.

Alexandra Wilkis Wilson, chief executive officer of Glamsquad and co-founder of Gilt, said the funding would help Glamsquad roll out its service beyond New York, Los Angeles and Miami. Next year, the hair, makeup and manicure app will hit Washington, Dallas and Chicago. The company also helps users schedule manicures in New York and will roll that service out to L.A. and Miami next year.

Wilson said the funds would also help the company develop its bridal services.

More than 300 beauty professionals work for the site across the three markets. And more than 60,000 appointments have been booked so far with one-third of users qualifying as active clients, meaning they’ve booked an appointment within the last three months. Blowouts cost $50, makeup sessions run $75 and manicures $35 (a manicure and pedicure is $75). There is no price differentiation between the cities.

Wilson added that while Glamsquad offers beauty services right now, e-commerce is an area she’s very interested in.

“Typically you’re having your hair done and having a makeup artist do your face – and it starts to become an opportunity for education,” Wilson said. “We know we’re driving a lot of sales and purchases to other retailers, so we want to capture that. It’s a logical next step for us.”

The ceo also has plans to develop a Glamsquad product line, but she called this a more “medium-term” plan. Keeping in line with the company’s mission of serving a “time-starved woman,” she envisions product and tools that can serve as shortcuts or extend the life of services.

“[Wilson] embodies the Glamsquad brand and has an intrinsic understanding of her client,” said Dayna Grayson, general partner of NEA, who called the start-up a “very attractive model.” Grayson will join Glamsquad’s board.

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