Inclusive Beauty Platform Raises $3 Million

Thirteen Lune Secures Additional Funding and Expands Retail Presence

This week, Thirteen Lune, a beauty platform operating a direct-to-consumer model, revealed an additional $3 million in seed funding. The company, launched last year in Los Angeles with an initial $1 million investment from prominent figures including Diddy, Gwyneth Paltrow, and Beautycounter founder Gregg Renfrew, garnered attention for reasons extending beyond its high-profile backers.

A Veteran Founder and Inclusive Mission

Co-founded by Nyakio Grieco, a seasoned professional in the cosmetics sector, Thirteen Lune builds upon Grieco’s prior success with a skincare brand she previously sold to Sundial Brands, now a part of Unilever. The platform currently features products from 100 distinct brands.

Key Feature: A remarkable 90% of these brands are established by Black, Indigenous, and people of color (BIPOC).

The financing round is spearheaded by Fearless Fund, a venture capital firm dedicated to investing in women of color, further emphasizing the platform’s commitment to inclusivity.

Strategic Partnership with JCPenney

A significant development for Thirteen Lune is its collaboration with JCPenney. This partnership provides the startup with substantial retail reach, a benefit typically unattainable for emerging companies.

JCPenney’s long-standing relationship with Sephora is concluding in 2023, creating an opportunity for the retailer – which recently emerged from bankruptcy – to revitalize its beauty section. The retailer is introducing in-store “JCPenney Beauty” shops, and Thirteen Lune is a central component of this new offering.

Currently operating in 10 locations, Thirteen Lune plans to expand to 600 JCPenney stores by the end of 2023.

Positioning as a Truly Inclusive Beauty Platform

Thirteen Lune positions itself as a pioneering inclusive beauty platform. Nyakio Grieco shared insights into the company’s vision, while adhering to a confidentiality agreement regarding the specifics of the JCPenney arrangement.

The following excerpts have been condensed for brevity.

The Genesis of a Beauty Entrepreneur

TC: Can you describe your entry into the beauty industry?

NG: As a first-generation American with Kenyan heritage, I transitioned from a career in Hollywood nearly two decades ago to establish a beauty brand rooted in my family’s Kenyan traditions. My grandmother, a coffee farmer, and my grandfather, a traditional healer, inspired me to showcase the underrepresented beauty resources of Africa.

I began independently, handling all aspects of the business – from founding to shipping, customer service, and accounting. Early on, as a young Black woman and first-time entrepreneur, I encountered challenges in securing funding, but managed to launch with support from friends and family.

Re-entering the Market with a New Vision

You previously launched a skincare line carried by Ulta and Target. What prompted your return to brand building last year?

During the global pandemic and the height of the Black Lives Matter movement, I frequently appeared on lists of Black-owned brands. While Target saw increased sales, this surge occurred during a period of profound sorrow. I questioned why attention was only being directed towards my brand during such a difficult time.

I realized the need for a platform showcasing a wider range of incredible brands, many of which lacked visibility and operated directly to consumers. This led to the creation of Thirteen Lune, guided by a 90/10 principle: 90% of our products are from BIPOC founders, designed for all skin tones – representing Black and brown beauty for everyone. The remaining 10% are dedicated to allyship, recognizing that collective action is essential.

Curating a Diverse Product Selection

Thirteen Lune utilizes third-party logistics. How do you ensure the quality and integrity of the products you offer?

We prioritize brands with compelling founder stories, as consumers connect with the people behind the products. We also rely on our “beauty vanguard” – a network of influencers, makeup artists, celebrities, and experts – to evaluate incoming products.

Core Standards: We seek clean, non-toxic formulations with beneficial ingredients, prioritizing the needs of melanin-rich and textured-hair customers while representing global diversity.

Addressing Specific Skin and Hair Needs

What products cater specifically to melanin-rich skin? And, as someone with fair skin, what might I discover on Thirteen Lune that I haven’t tried before?

Individuals with melanin-rich skin, ranging from slightly darker to deeply pigmented tones, often exhibit sensitivities to certain acids and exfoliants, potentially causing irritation or discoloration. They are also more prone to hyperpigmentation, eczema, and rosacea.

We offer products like chemical peels formulated with azelaic acid, a gentler alternative to harsher acids. Similarly, for textured hair, brands like Bomba Curls, founded by Afro-Latina Lulu Cordero, address the historical damage caused by straightening practices – often referred to as “pelo malo” – and offer solutions for hair growth and health.

These products aren’t exclusive to specific skin tones or hair types; however, they are developed with a deep understanding of the unique needs of melanin-rich skin and textured hair.

Future Plans: A Private Label Brand

Thirteen Lune is planning to launch its own private label. Why?

By analyzing customer data and feedback, we aim to identify unmet needs and enhance our service through inclusivity. As a beauty founder at heart, I am eager to return to product development and create innovative formulations that reflect our values.