Poshly, the online startup whose proprietary platform captures consumer intelligence for the beauty industry, this month closed on a $1.5 million Series Seed round of financing. The new funding follows an undisclosed seed investment from earlier this year, bringing the company’s total raise to more than $2 million. Frontier Equities VC led the round, joined by Astia Angels, CPEG Ventures, WI Harper Group, and additional private investors. Poshly expects to use the new funds to expand its engineering and design teams in San Francisco.

Launched in 2012 by CEO Doreen Bloch and CTO Bradley Falk, Poshly’s platform aims to incentivize consumers to share insights about themselves and their product preferences. Brands including L’Oréal, Unilever and Borghese use Poshly’s anonymous, aggregated data for real-time consumer insights and targeting.

An example of Poshly’s data can be seen below, which includes a roundup of consumer attitudes about nail polish and nail care habits, from preferred nail length, the biggest nail concerns and loyalty to nail salons. With fall around the corner, nail polish will again become a key seasonal accessory, along with leather booties and wristfuls of gold bangles. Here’s what Poshly found:

• 62% of nail salon goers occasionally bring their own polish
• 62% of beauty lovers say strength is their biggest nail concern; 28% beauty lovers suffer from brittle nails

• 56% of nail lovers say the shade or color is their number purchasing factor for polish, 23% say longevity, and 6% say opacity

• 55% of beauty lovers say medium is their preferred nail length, 29% say short, and 16% say long

• 43% of beauty lovers have nail damage, the majority (34.5%) being between 18-24 years old

• 40% of nail polish wearers stick to the same place to get their nails done while 26% tend to switch it up and visit different locations; 33% DIY

• 31% of nail salon goers say they pick salons based on their range of nail brands; 48% say it’s not a deal breaker if they have a limited selection
• 29% of beauty lovers have discolored fingernails, 52% are under 24 years old
• The number one reason for beauty lovers to stay nail polish-free is because polish and manicures are too time-consuming (28%)

• 27% of beauty lovers admit to biting their nails

• 23% of polish wearers rarely ever let their nails go bare while 50% occasionally go polish-free which is usually between manicures

• 16% of beauty consumers are “extremely concerned” about chemicals in nail polish and it affects the way they shop for polish
• 14% of beauty lovers follow and imitate Fashion Week nail trends

• 8.5% of beauty lovers are not allowed to wear nail polish at school or work; 31% of which are between the ages of 18-24
• 7% of gel nail wearers opt for gel because they want their nails to look perfect all the time