Poshly.com, the beauty data firm that serves both consumers and beauty brands, has just closed a round of seed funding from investors including Astia Angels, 645 Angels and Frontier Equities VC, to further capitalize the company.

“We know the consumer data we provide is really valuable to brands so we are excited that we will be able to continue with this work,” said Doreen Bloch, founder and Chief Executive Officer of Poshly Inc.

Poshly aims to serve two purposes. For consumers, it offers a way to discover beauty products that are best suited to them based on quick questionnaires they take on the site. Each questionnaire consists of about 10 questions and asks lifestyle and beauty questions. Completing a questionnaire enters a consumer into a product giveaway. The same question is never asked twice, creating a detailed “portrait” of the user’s habits and physical characteristics. The more quizzes members take and the more questions they answer, the more relevant their Poshly.com account will become to their unique beauty preferences. Poshly can then send members beauty products that are specifically targeted towards them.

For brands, Poshly.com shares anonymous, aggregated data comprised of physical or lifestyle characteristics, ratings and reviews in order to help them further understand and engage their target consumers.

For example, fashion magazines have predicted orange lipstick as a hot new trend. When asked in a Poshly.com quiz, “Would you wear orange lipstick?”57% of beauty consumers said “no way!”; 18% said “yes, if it’s on trend” and 25% said “absolutely, it’s a great color!”

Poshly.com works with dozens of brands, including L’Oréal, Sally Beauty, Benefit Cosmetics, Cutex and more, and has leveraged consumer data about physical attributes (hair color, eye color, dandruff, acne scarring, etc.), lifestyle characteristics and product preferences to provide beauty brands with unparalleled insights into their targeted consumer bases.

The idea for Poshly evolved over the past year and a half. It originally was meant to be a business-to-consumer company, but now it has a solid business-to-business element.

“We knew there was something interesting about the personal data we collected and its benefit to the beauty world,” said Doreen, who was a recipient of L’Oreal’s NEXT Generation Women in Digital Award in 2012 and is a member of the Young Entrepreneur Council. Prior to launching Poshly with business partner Bradley Falk in spring 2012, Doreen held positions at Yahoo! and SecondMarket.

Most recently, Poshly powered Teen Vogue’s Beauty Awards, which will hit newsstands in March.

A new element to Poshly in 2014 is that its data is available to brand clients in real time, as opposed to the data being provided in a report.

“We will provide a direct dashboard so brands can log in and take our data directly. We have the platform in beta now. For example, if a company is looking for data on Taylor Swift fans they could come into our database with their subscription and look at products, psychographics, demographics, and they can cross tabulate the data. Or if a nail polish brand wants to move into naturals they can log in and see where in the country non toxic nail polish is most resonating and with whom.”

There are three different levels of subscriptions, each of which allows for various levels of access to the data.

Poshly is only as good as the data it collects. Currently, 135,000 women have answered 5 million questions.

The company based in New York, currently employs seven people, who are based in Manhattan, Los Angeles and San Francisco.