Brandless, the disruptive direct-to-consumer startup that offers everyday essentials for $3, is expanding its Clean Beauty & Personal Care line with six new items including a facial toner, facial scrub, night cream, foot cream, coconut body butter and coconut lip balm. According to the company, the line is being expanded to provide low cost options for consumer’s growing demand for natural products.

“Beauty is an industry with incredibly high markups, particularly within the emerging category of clean beauty. Better, cleaner products shouldn’t be out of reach with double and triple digit pricing,” said Rita Katona, Director of Merchandising & Wellness Innovation at Brandless.

The new products go on sale Tuesday, June 19, on its website, along with the debut of its entry into the beauty and grooming tools category, which will feature an assortment of eight new items ranging from nail files to eye lash curlers.

Since the e-commerce platform launched in July 2017 by co-founders Tina Sharkey and Ido Leffler, Brandless has secured $50 million in funding, including investments from high-profile sports stars, executives and entrepreneurs, such as Leslie Blodgett, former CEO and creator of bareMinerals; Mindy Grossman, CEO of Weight Watchers; and, Randi Zuckerberg, Founder of Zuckerberg Media (and sister of Facebook’s Mark Zuckerberg).

By cutting out the middleman and shipping direct, Brandless said it is able to eliminate what it calls a “brand tax,” a phrase the company trademarked to describe hidden markups consumers pay for large brands. Brandless estimates its business model allows it to offer its goods at 40 percent less than national brand retailers, and says consumers are responding.

“In our first week, we shipped orders to all contiguous 48 states where we’re available. By our sixth week, our return orders hit double digits and have continued to climb,” said Rita.

As consumers’ confidence in the brand grows, the offerings increase.

“We launched in July with 110 products and have since expanded to over 300 products. In fact, we’re launching new products nearly every day. While we are not able to share any sales figures at the moment, we can tell you that we are selling every product on the site every day, and will carry over 400 products by the end of the year.”

In April the brand took over a 3,500 square feet space on Melrose Avenue in West Hollywood to drive awareness and community engagement. The pop-up did not function as a retail store, but instead offered samples across the brand’s various categories, Instagrammable photo opportunities, and daily activities and workshops. Overall, the pop-up generated over 1.9 million social media impressions, and they are working on other opportunities to foster long-term brand loyalty.

“At this time, we have no current plans for brick-and-mortar expansion or future pop ups,” noted Rita. “However, we are always discussing ways that we can continue to strengthen the relationship and connections with our growing community.”