Prima

Including a handful of dreamy lip colors, a miraculously quick-drying nail polish and *lots* of intensive moisturizers (for hair, body and face).

Plus, seven things to know before you buy.

Including a dream foundation formula from a beauty industry icon, athleisure-inspired dry shampoo and more.

Launching Wednesday, the brand has raised $3.25 million toward its mission of becoming a trusted go-to for safe, clean products in a crowded, confusing, unregulated space.