Looking beautiful has never felt so good.

A new e-commerce website is aiming to change the way consumers shop for beauty products by offering users the ability to buy prestige makeup, skincare, nail and fragrances with 5% of the purchase price of each product donated to the cause of their choice. The first of its kind, the online retailer, which launched Nov. 5, will unite consumers, beauty brands and influencers through its shopping platform that doubles as viral fundraising, ultimately making every user a philanthropist.

“We came up with the idea for BeautyKind.us when thinking of ways to offer commerce, cause and community together and make a difference,” said Co-Founder Gina Kohler, who was joined by BeautyKind.us team members to unveil the newly launched site at a press event in midtown Manhattan the week of Nov. 3. Powered by “we-commerce,” the BeautyKind team is looking to the site’s business model to reshape the future of retail by creating a shift in the way brands deliver products with both emotional and physical benefits.

“BeautyKind.us is going to raise the bar in terms of the way people shop online,” said Adil Wali, the company’s Co-Founder and Chief Technology Officer who spearheaded the development of the site. “We set out to make the user experience frictionless and create first-class experiences for the shopper. One example of this is an innovative three category system that allows the user to drill down the site to find what they’re looking for.”

With an assortment of over 50 brands, including GlamGlow, Nest Fragrances and Erno Laszlo, the site gives users plenty of options and is estimating to increase to about 100 brands by the end of the year. The cause-focused e-commerce site also offers exclusive collections and curated beauty discoveries from around the world.

“The assortment of brands on the site is just as unique as the concept of the site,” said Michael Hawley, BeautyKind’s General Merchandising Manager. “We feature a mixture of well-known brands as well as young brands that we feel deserve a bigger platform. The website, therefore, also serves as a place where new brands can be incubated and grow.”

A unique feature of the website is its loyalty program, which rewards consumers for shopping and advocating the site. A percentage of every purchase or referral is given back to the shopper in the form of beauty points, which can be redeemed for additional donations, products, samples, expedited shipping or used as online store credit. “If you lean in, we’re going to make sure you’re rewarded for that. No other site does this,” said Hil Davis, Co-Founder.

The website makes it easy for users to spread the word by providing them the opportunity to develop their own cause circle through a ‘share’ option that generates a personalized link that can be distributed via e-mail or on social media platforms. The more an individual grows their community, the more money is given back to their cause.

“What’s exciting and different about BeautyKind.us is that we are empowering the customer to choose causes that are most important to them,” said Krissy Barker, BeautyKind’s Chief Philanthropy Officer. “Over 10,000 local causes are able to be connected to consumers who will share the site with their friends and family in order to make an impact.”

Among the many charities users can select to donate to is CEW Foundation’s Cancer and Careers. Users can select “Cosmetic Executive Women Foundation” upon registration so that 5% of every purchase made at beautykind.us is donated to help working people with cancer.

“This is just the start,” said Davis. “You are going to see this become the way people buy beauty going forward.”