Calif. startup aims to take on beauty retailers

NEW YORK -- A California-based company is taking on traditional and online-only retailers by developing a subscription service and online shop for beauty and wellness products that are free of toxic chemicals and other ingredients that are undesirable to many of today's shoppers.

The company, called Love Goodly, says it aims to allow consumers to vote with their wallets for more conscious brands.

"We research, test and vet the best beauty, skin care, wellness, snacks and style accessories," according to the Love Goodly website. "We make discovering new healthy, cruelty free, vegan and natural brands fun with bimonthly subscription boxes."

Each Love Goodly box contains five to seven mostly full-size "eco products" that are curated every other month, including nontoxic beauty and skin care products, a style or home accessory, and healthy snacks and wellness items. Cutsomers can shop on the Love Goodly site for any brand in the box. And with each purchase , Love Goodly says, the company gives back to a cause.

According to Forbes, Love Goodly founders Justine Lassoff and Katie Bogue Miller are veterans when it comes to the beauty and wellness space. Lassoff and Miller built LovingEco, a flash-sales site for environmentally-conscious brands, which sold for $1 million.

Read more about Love Goodly by clicking here.