Altimeter Capital has also decided to back the business, which received re-ups from investors including Andreessen Horowitz and Maveron.
The latest round brings Julep’s total financing to $56m, following a $10.3m Andreessen-led Series B round in February last year.
Julep aims to use crowd-sourced development to bring products to market much faster than traditional beauty brands, inviting customer feedback via online focus groups, Facebook, Twitter, YouTube and Pinterest.
Azure general partner Mike Kwatinetz said, “Julep combines tech savvy, a next-generation distribution model and beauty industry know-how in one fast-growing package.
“It’s the only beauty brand to truly leverage crowdsourcing and social feedback to create new makeup and skincare products.”
Madrona principal Julie Sandler said, “Julep has truly figured out how to deeply engage women where they already are—social, mobile, and web—and leverage those channels to bring customers into the product innovation process.
“You simply don’t see this anywhere else in the beauty category, and Julep’s customers are certainly responding.
“We are excited to support Jane and her bold vision to build the world’s most vibrant, powerful beauty brand.”
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