Women's Wear Daily

It’s been said that shopping for beauty products can be self-serving. After all, it’s about looking and feeling good.

But Hil Davis and Gina Kohler are hoping to make beauty consumption a philanthropic act with their new Web site Beautykind, launching on Monday. The prestige, e-commerce site enables consumers to donate 5 percent of every purchase to a cause of their choice.

The company, which at launch will sell 50 to 60 brands including Erno Laszlo, Nest Fragrances and Teadora, is partnering with Scooter Braun, founder of SB Projects, to provide general marketing and brand advice and procure influencers, brands and charities.

To that end, Beautykind’s innovative loyalty program gives back to the consumer every time they shop or refer friends. Based on their points, users can choose how to redeem them, whether in additional donations, products, samples or expedited shipping.

Valeria Cole, founder and CEO of Teadora, said, “Just look at Warby Parker and Toms. Consumers care, overall.”

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