Doobop.com was less than a month old when it got a major boost from Oprah magazine. The talk show legend featured Comfort Zone Sacred Nature Bio-Certified Body Butter, available exclusively on Doobop, in the January issue. “It’s almost the backbone of our success!” said Jodie Patterson, Co-Founder and Chief Creative Officer of the site, which went live on Nov. 20. “Women have reordered between one and 10 bottles.”

Jodie created Doobop to provide women of color with up-to-date and inspiring globally-sourced beauty products. “The industry for brown women had become a bit sleepy: If you look at the ethnic aisle, it’s limited in terms of selection and there’s not much innovation. We live in a diverse, dynamic city and I wanted our company to reflect that reality.”

Cutting her teeth in the entertainment, fashion and beauty industries, Jodie worked as director of public relations for Zac Posen, then created an artisanal line of body and hair products, Georgia by Jodie Patterson. In 2008, she opened a combination beauty boutique and salon in NoLita, called Georgia. After shuttering the store in 2011 to focus on online opportunities, she teamed up with L’Oréal alum Benjamin Bernet, her co-founder and CEO.

Doobop sells carefully curated skin care, hair care, makeup and nail products that address the needs of multi-ethnic women, even if they weren’t specifically created for them. A handful, including Nuhanciam, a Paris-based skin care brand targeting the particular needs of medium to dark skin tones; HapsatouSy, a hair care brand, also from Paris; and Skimdo, a curl-styling cream from London, are exclusive to Doobop in the U.S. The site’s bestsellers are Sacred Nature Body Butter and Iman’s new line of lipsticks.

Jodie personally tests all of the products she receives and passes them along to her BFFs. This focus group of some 100 well-traveled, stylish friends provide valuable, unvarnished feedback. Doobop’s beauty experts—two makeup artists, two hair stylists, a dermatologist and a nutritionist—also vet products, appear in beauty tutorials and answer customer questions online.

Benjamin raised a seed round of $1.6 million with Kima Ventures and private investors and is targeting retail sales of $1 million in the first year. The site is promoting itself on social media.

Doobop offers free shipping and two free samples with every order, which arrive packed in a snazzy drawstring bag with red polka dots. In addition, Doobop donates $1 from every order to a non-profit that benefits high-need New York City public schools.

One unexpected finding, reported Jodie, is the breadth of her customer base. “I was so focused on this idea that brown women hadn’t been served well enough, but when white women and Asian women started coming to our site, that was a great surprise.”