Julep is a cosmetics company that was founded by former Starbucks executive, Jane Park, who is also the Seattle-based company’s CEO. The cosmetics company is also considered to be a beauty brand, as well as an electronic commerce platform.

Earlier this week the company announced that it has raised $30 million in Series C financing. Some of the companies involved in the raising of funds include Azure Capital, Madrona Venture Group, Altimeter Capital, Andreessen Horowitz and Maveron. Julep also has the backing of celebrities such as Will Smith and Jay-Z.

Julep takes a different approach in what we are used to seeing from most of the cosmetics brands. Julep possesses the ability to create a variety of different products in various colors 10 times faster than other brands.

The fact that Julep is designed on the e-commerce platform means it does not have the constraints of shelf space. Other cosmetics brands rely on having their products in stores.

According to Julep, the compressed cycle allows the company to remain nimble and figure out what works and what doesn’t. Julep reaches potential customers through social media—crowdsourcing customer feedback on forums, Twitter, Facebook (News - Alert), Instagram, and other social media.

Crowdsourcing is the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people and especially from the online community rather than from traditional employees or suppliers.

Not to be left out in the rain, Julep also maintains several salons and stores in Seattle. In these locations, customers can also offer their feedback on the company’s products and what they would like to see in the future. If you are a more traditional shopper you can also find Julep’s products at Sephora and Nordstrom.

If you are keeping track, you will notice that as of now the company has launched over 300 Julep branded, toxin-free nail, color cosmetics and skin-care products each year. Julep has found a lot of success selling its products online. In fact, according to Jane Park, revenues from e-commerce sales tripled in 2013 (one possible reason is that because Julep produces its own products, its margins are low).

It would seem that Julep has a slight head start on established companies such as Lancome and Estee Lauder. The industry is currently a $160 billion market and following the direction of most other markets—internet and online sales. As the other cosmetics companies begin to spend more for online sales, Julep already has the advantage of being one of the first go-to places to purchase makeup and beauty supplies online.