LA Startup Love Goodly has launched an e-commerce site and subscription service for the wellness industry, according to a report published by Forbes.

The site, described by co-founders Justine Lassoff and Katie Bogue Miller as a ‘green Sephora’, will mimic the Birchbox model with a ‘mindful’ twist.

The service will provide subscribers with a bi-monthly box of full-size, ‘non-toxic’ products as well as an e-commerce shop for customers to re-stock at will. The co-founders will donate 5 percent of sales to non-profit partners such as Farm Sanctuary and Cure Cervical Cancer.

The site has already attracted a high profile following, with actress and activist Alicia Silverstone curating the spring edit.