A new Pasadena-based social shopping platform that helps discover beauty and fashion products has raised $5 million in total funding through a new seed fundraising round led by Female Founders Fund, the world’s largest fund. seed that invests in women entrepreneurs.

The platform, Prismpop, makes it easier for customers to find their favorite new product, shopping tips, product reviews, beauty secrets, fashion tips and cooking ideas through their app and website .

“We want to empower consumers with reliable information to make online purchasing decisions they can feel confident in,” said Prismpop CEO and Founder Peggie Li. through fitness, our goal is to provide personalized content and community interaction that inspires consumers to embrace an evolved way of shopping. It’s shopping and sharing with friends reinvented.

Li, a Bytedance alum who developed Tik Tok. Prior to Prismpop, Li held senior digital media positions at Maker Studios, later acquired by Disney; AwesomenessTV, which Dreamworks acquired; Leaf Group, Fox Networks and Sony Pictures.

The company began in Santa Monica as a Mucker Capital-incubated platform aimed at amplifying the creation and sharing of women’s lifestyle content so consumers could be equipped with authentic insights from the shopping community.

Foundation Capital also participated in the funding round, alongside Revolution Capital, Plum Ventures, Mucker Capital and Uponest Capital. Other investors from the previous round include Unshackled Ventures, Alumni Ventures Group, Sequoia Capital (Scout Fund) and Plug and Play, among others.

The Prismpop team is joined by members of industry-leading apps such as Grindr and Tik Tok, as well as co-founder and chief content officer Maggie Knox, formerly of Awesomeness TV/NBCUniversal, a multichannel network focused on female content for teenage girls.

For more information, visit www.prismpop.com.

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