Julep, the beauty brand and e-commerce platform, has raised $30 million in Series C financing.

Its investors include celebrity backers Will Smith and Jay-Z – plus Azure Capital, Madrona Venture Group, Altimeter Capital, Andreessen Horowitz and Maveron – bringing Julep’s total venture funding to $56 million.

Julep manufactures and markets (through a subscription program) cosmetics including nail polish, mascara, moisturizer, lip gloss, and face cream.

And – the brand uses social media for its innovative appproach to product development, asking its fans to make decisions about new products, including color choices.