While you never "need" a reason to buy makeup — you can add that damn mascara to your shopping cart if you so choose — it's extra satisfying when your beauty purchase also makes a difference. "There's such a lack of representation of women across so many industries, and we want to do our part in providing women the support they need to grow," she said.
It doesn't stop with selling female-owned brands (though that would be rad enough on its own), either: Arnold went one step further by employing women to take site photography, create its logo, and handle social media. "We definitely want to be an inspiration for companies who want to provide more leadership roles, or be a platform for women's voices and creations," she said. Among the more well-known offerings sold on the site is Antonym Cosmetics and Captain Blankenship.