Geenie founder Chana Ginelle Ewing.

Geenie founder Chana Ginelle Ewing.

We’re living in a time when major corporations are being put on blast — for problematic labor practices, problematic leadershipproblematic political affiliations, problematic sustainability practices, you name it. And consumers are increasingly questioning where and how they spend their dollars. 

Fortunately for beauty shoppers, it also happens to be a boom time for indie beauty brands, many of which are BIPOC-owned and driven by principles of inclusion, philanthropy and lifting up marginalized people. But parsing through the many (many) emerging labels on the market — and determining what their values are — can be complicated and time-consuming. Enter Geenie, a new e-commerce marketplace founded by author and marketing veteran Chana Ginelle Ewing, that seeks to pair shoppers with indie beauty brands that embody their values. 



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