GEENIE Closes First Round of Funding

GEENIE Closes Angel Round Amidst Social and Political Unrest

Inclusive Beauty and Social Commerce Upstart Secures First Round of Funding from Diverse Angel Investors

Brooklyn, NY, January 12, 2021 — GEENIE World Inc., the community-centered beauty marketplace, today announced the close of its angel round funded by independent angel investors including Direct-to-Consumer leader Emmett Shine, Co-Founder of Pattern Brands (previously Gin Lane). The undisclosed round includes eleven investors, many are angel investing for the first-time. Raised in under a month, the financing jumpstarts the runway needed for GEENIE to grow and scale its diverse, beauty community. Founded in July 2020 by bestselling author and inclusive marketer, Chana Ginelle Ewing, GEENIE connects BIPOC, LGBTQ+, women-led, purpose-driven beauty brands with cause-conscious consumers in a community-centered marketplace. 

“GEENIE launched in the middle of a global pandemic and a national racial reckoning to offer consumers a timely opportunity to align their values with their shopping decisions,” said Chana Ginelle Ewing, Founder and CEO of GEENIE. “Consumer response and press engagement has been tremendous and as we look to grow our business intentionally, we partnered with investors who believe in our vision. We are thrilled to close our first investment round so quickly, and amidst the white-supremacist insurrection at Capitol Hill. It sends a clear signal across industries that the future of business relies on having an intersectional strategy.” 

GEENIE’s core mission is to curate a culturally relevant and passionate community of indie beauty brands guided by the multicultural, gender-expansive, activist and values-led ethos of Gen Z and Millennials. As a brand that bootstrapped through its launch, it was very important to identify with investors who shared the brand’s vision to bring traditionally marginalized voices to the center.

GEENIE Angel Investors Include: 

  • Ana Agneshwar, CEO, Aiment
  • Tara Farwana, Senior Manager, Retail Strategist, Kurt Salmon/Accenture
  • Stephanie Gardner, Managing Director, Lamb Investments
  • Paul Kontonis, former CMO, WHOSAY-a Viacom Company
  • Christie Marchese, Founder/CEO, Storyspaces + Picture Motion
  • Maxwell Mitcheson, VP, Head of Talent, TalentX Entertainment
  • Susan McPherson, Founder/CEO, McPherson Strategies
  • Alexa Payton, VP of Growth, Dentsu
  • Emmett Shine, Co-Founder, Exec Creative Director, Pattern Brands
  • Luca Vergano, VP, Strategy, Elephant
  • Sabia Wade, CEO, Birthing Advocacy 

“This is the first check I’ve written into another company,” said Emmett Shine, Co-Founder of Pattern Brands. “I invested in GEENIE first and foremost because I believe in Chana. She listens to what’s happening in culture and sees the meaningful ways indie brands can scale. Secondly, I invested because I believe a community-centered approach is the future of ecommerce and that GEENIE will be a key player in this new wave. Gen-Z and millennials care deeply about who and what they’re purchasing. I’m excited for the journey ahead.”

The Angel funding, received via Y-Combinator’s Post Money SAFE, will fuel the company’s growth into a purposeful beauty social commerce app in 2021. GEENIE is emboldened in its mission to make it easier for consumers to shop their values while pushing the culture forward. 


GEENIE connects BIPOC, LGBTQ+, women-led beauty brands with purpose with cause conscious consumers in a community-centered marketplace. Indie beauty brands are brought together with the multicultural, gender-expansive, activist and values-led ethos of Gen Z and Millennials into a culturally relevant and passionate community.

Since its July 2020 launch, GEENIE has been featured by Essence, Coveteur, NBC, Cheddar and Nasdaq for its vision of community-focused commerce. In GEENIE community and brands will grow into a beauty social commerce app with a purpose. See more company news and press here and follow us on Instagram, Twitter or LinkedIn

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