Digitally forward brand Winky Lux has raised $2million in seed funding from the likes of Female Founders Fund (F3), BBG Ventures and GGV in a bid to raise the company profile through digital campaigns and increased product offerings.

The brand is said to be popular with Gen Z consumers thanks to its savvy traditional and direct digital e-commerce retail offerings, as well as its luxury-style products at affordable prices.

Anu Duggal from Female Founders Fund, said, “As a nascent brand, Winky Lux has been able to successfully tap into today’s digital customer and we are excited to work together for this next phase of growth.”

Co-founder Natalie Mackey continued, “We’re thrilled to partner with like-minded investors who have track records of backing great innovation. Our goal is to provide a beautiful luxury experience to our customers through data driven personalization, indulgent packaging and extraordinary experiences both online and offline. Our customer’s happiness is paramount and our new partnerships will increase our ability to captivate and delight her.”

The brand is sold in more than 1000 global retail stores such as Nordstorm and Bloomingdales, and is set to launch in the Riley Rose beauty concept store launched by Forever 21 this fall.

Using a hashtag #ItsAWinkyWorld the company is said to boost customer retention through ‘influencer collaborations and trend driven content’ and boasts a 45 day production cycle that allows it to develop new products based on trends as and when they happen.