If you haven't taken a look at the new indie makeup brand for men called Faculty, you should. It seems like it will be a gamechanger in the beauty world—and Estee Lauder Companies is betting on it. 

Faculty raised $3 million in seed funding led by ELC, WWD reported.

Fenton Jagdeo and Umar ElBably founded the brand in 2019, which debuted with vegan, cruelty-free nail polish and nail stickers marketed to men. The formulas are also free of ten commonly used chemicals. 

Faculty describes itself as "modern grooming for the new masculinity."

The website says, "Being masculine today can sometimes feel like living life within constraints...We’re working to build a world free from constraint."

It continues: "...we’re reimagining grooming—with more tools to help you feel more yourself. Our vision of modern grooming is a daily practice of self-creation..."

More About Faculty's Nail Polish

The nail lacquer is in a rectangular-shaped bottle and comes in three colors—Moss, a dark green hue; BLM, which is black; and Grey Area, a neutral gray. All are sold out, so the brand asks its website visitors to join its waitlist. 

BLM—the nail polish color named after a movement, says: "As a Black-founded company on a mission to build a more diverse, inclusive, and self-expressive world, we want to make a tangible difference, big or small, in our communities. This nail lacquer demonstrates our firm stance in solidarity with the Black community. All profits from the sale of BLM will be donated to philanthropic organizations supporting black communities across the U.S." 

BLM launched nearly eight months ago. It is shown in the photo above, right, shot by @adamkargenian. The photo above left is shot by @ianshiver. Photos are via @facultyworld.  

What's Next?

Jagdeo told TechCrunch the seed money from its investors will help with marketing, R&D, and operational expenses—but he recognizes that the greatest advantage of having ELC on its side is for mentorship and to help open doors.  

Soon we may see Faculty launch more makeup products for men, including foundation and eyeshadow, reports say. 

An Innovative Approach to Beauty Marketing

Faculty's website demonstrates an innovative approach to beauty marketing.

Its content includes Spotify playlists and interviews, such as this one with fashion journalist Bliss Foster about when he started wearing nail polish.